Final Manuscript Zambas

VOTING PREFERENCES OF THE REGISTERED VOTERS FOR THE 2022
PRESIDENTIAL ELECTION IN BARANGAY KIBATANG, DON CARLOS,

BUKIDNON
KAIRA MAE DEMETRIO ZAMBAS
UNDERGRADUATE THESIS SUBMITTED TO THE FACULTY OF

THE DEPARTMENT OF SOCIAL SCIENCES,
COLLEGE OF ARTS AND SCIENCES,
CENTRAL MINDANAO UNIVERSITY, IN PARTIAL FULFILMENT OF
THE REQUIREMENTS FOR THE DEGREE
BACHELOR OF ARTS IN POLITICAL SCIENCE
JUNE 2022
ii
BIOGRAPHICAL SKETCH
The researcher, Ms. Kaira Mae D. Zambas was born on July 25, 2000
at Kibatang, Don Carlos, Bukidnon. She is the youngest daughter of Mr.
Alexander V. Zambas and Mrs. Helen D. Zambas. She had her older brother
Kenneth (deceased), and her twin sisters Kathleen and Karleen.
In their town, she attended Kibatang Elementary School and Kibatang

National High School for her elementary and secondary education. She was a
contributor to the literary section of their high school newsletter, "The KNHS
Horizon," where her love for poetry grew even stronger. From elementary to
high school, she was a constant honor student and an active member of their
school community. She was one of the pioneer students of Don Carlos
Polytechnic College’s Senior High School Education. She later became the
literary editor for their senior high school journal, "The Dawn." In her 12th
grade, SY 2017-2018, she becomes the senior student council president,
where her leadership skills were honed. She was also the editor of the
“Compasus" yearbook, where she had noteworthy experiences. Throughout
her Senior High years, she was a consistent honor student and graduated top
of her class where she was also bestowed with the Pinamaloy Eagles Club
leadership awardee medal.
In December 2017, she took and passed the CMUCAT, which led her
to Central Mindanao University, the academic paradise of the south, earning
her a spot as a proud member of the League of Political science student
(LPSS), as she pursued a Bachelor of Arts in Political Science, which
prepared her to survive and mold her into the person she is now. From 2020-
to 2022 she joined the CMU Supreme Student Council (SSC) where she was
guided and made substantial involvement with Activities that added years to
her leadership skills. Throughout the pandemic, her resolve to serve never
waiver as she then runs for Social Manager in the University Senior Student
Council (USSCO) and was also part of the (Blazco) Blazer-USSCO staffers.
She is a consistent Dean’s list student, maintaining her grades to qualify as
College Scholar throughout college.
iii
ACKNOWLEDGMENT
The researcher struggled through long hours of sleepless nights,

buckets of sweat and tears, and a bunch of anxious and frustrated thoughts
throughout the making of this academic paper. The process was laborious,
and it consumed the majority of the author's time, but it was not in vain
because it taught her that growth is painful and demanding and that lessons
come in many ways. She would not have realized this if not for the help and
pieces of advice from the people around her, and for that, she is truly grateful.
The author would like to give her deepest gratitude to everyone that helped
her through this whole journey, honed her, and listened to her.
The author would like to express her praises and applaud the Almighty
Father (ALFA), to whom her life is indebted and to whom she dedicates all her
life works. He is the Divine Grace that shines upon those who serve him and
those who call upon his name. The one true God that heals those who are
broken, listens to those who ask, opens doors to those who knock, and finds
the ones who seek. He is her savior and her solace, to which she is very
comfortable in calling at all times. For all answered prayers, doors of
opportunity, and received assistances, the author sings her prayers unto you,
Almighty God, the Father, the Son, and the Holy spirit above.
Her Gratitude is offered as well to her family; Papa Alex, Mama Helen,
Ate Aling and Kuya Loyd, Ate Een and Kuya Jo, she expresses her gratitude
for their unwavering support, compassion, insights, prayers, encouragement,
dedication, and financial, spiritual, and emotional sustenance throughout the
path she is taking. She’s halfway through, thanks to you.
To her beloved Kuya Ken who may not be there physically, she’s truly
indebted and grateful for his massive presence and influence on her, he was
the wall she leaned upon all her years and her invisible helper. She hoped
God will be kind enough to bind them again as siblings in another life with a
lengthier time to spend. See you soon for now.
iv
To her cherished grandparents in heaven Tatay Leo and Nanay Anita
Demetrio, Lolo Cenon, and Juliana Zambas, to whom she dedicates her
achievement and hard work, they are her guardian angels and invisible helper.
To Rt. Rev. Romar Delos Reyes “Papa Romar”: the A.C.C of Kibatang
bishop and the author’s spiritual adviser for the support, words of wisdom, and
prayers;
To her Tito’s, Tita’s, Aunts, Uncles, and Cousins from both her
Demetrio and Zambas families; for your unconditional support, prayers, words
of encouragement, affection, and motivation to the author; She thanks you all.
To her beautiful friends who were there from day 1: Jazzy (Jusica) and
Xixi (Caryl) who were there for her from the start and with whom she shared
all her life stories with her team Walkway Rica, Carl James, Emil, John and
Issa who made her elementary and high school worthwhile. She hopes to still
get to hang out with the gang in the future.
To Her Best friend Quenie, with whom she shared many memories,
who was her human diary, her soul sister, and her roommate, You and Telay
will always have a part of her soul and her future and to whom the author
always tells: she can’t lose, knowing that they know too much. To Tomodatchi
(Asis), to Geng (Leny) whom she shares her stories and adventures. The
author thanks you for being true to her since senior high.
To Ellysa, whom she shared vast themed conversations with, an
unprecedented friendship found in the most surprising of ways, you have
encouraged her and she valued every topic you both impart with. May your
growth spur and may the meeting you planned with the author come true in
the future. To Ase, whom the author still has too much to say but does not
know where to start, she would like to offer her cheers as a start and an end
message for you. To Ma’am Siti, whom the author found she shares
unforeseen hobbies with, she is truly glad for the precious encounter, XZ
forevs!
To her one and only A’Zhan Gege, you bought the author inspiration
beyond Human cognition, she aspires to see you in the near future and hopes
that you stay as the bright start she looks upon.
v
To her good friends Hannah and Andrea vwhom she found unexpected
friendship and whom she spilled all the tea with. To team Sinovac Tibang
(Christelle) and hazel her thesis buddies, to whom she was very grateful, their
ideas and cooperation in doing this research are brilliant. To the Sekretong
Organisasyon, Airah, Mahaal (Regine) and the people mentioned above. To
VVVZ, Loyd, and Shyra to whom she shared most of her days in face-to-face
college days, most of her alphabetical reports and groupings. To her first
friends in college, 200q Jennica, Ariel. To her classmates, with whom she
shared all the maayung bungkag mornings and Kagidlay days.
To her SSC and USSCO and Blazco family, which whom she shared
activities after activities and events, To Vince, she is genuinely happy and
thankful for your time and chats. To Hon (John) whom she had shared many
useless and nonchalant ideas and calls, to her no filter needed friend which is
a diamond she unexpectedly found in the rough. She is grateful and hopes
that they can still be part of her next journey.
To all the people in OSA, Sir Ebuña, Ma’am Mimi, Ma’am Rea, Ma’am
Amanda, Ma’am Jez, and Ma’am Mj, she is appreciative for all the
conversations and accompaniment that made her grow as a person. To her
Ma’am Grace Pacatang, whom she treats as a mentor and guidance
counselor, she is grateful for the advice and the wisdom you imparted to her
and for all the knowledge she will gain in the future.
Most of all, Her thesis adviser, Prof. Marjorie T. Sobradil, for her
support, for her patience, guidance, and her precious time. For the knowledge
and wisdom, she imparted, the author wishes her fourth fold of the kindness
she gives, to be returned to her. Thank you for correcting the ideas and for
making this book possible.
To Her Thesis Panelist, Prof Hermie P. Pava, for his advice and the
knowledge conveyed through needed corrections, and alterations and for
inspiring the author to strive more, And to Prof May Ailinie Postrano – Butalid,
the author is grateful for all the lessons and insights they shared. The author
appreciates both their time and dedication in teaching her everything she
needed to learn from day one. To her instructors, Ma’am G, Ma’am Jorn, and
vi
Ma’am Rhy, who shared knowledge and taught the author many life lessons.
Thank you.
To her Alma mater CMU, you are indeed the academic paradise of the
south. As the song goes, may your future students strive to uphold your honor
and bring you boundless fame. Mabuhay!
To the Registered voters of Kibatang, the respondents of this study, the
author is grateful statistic service for facilitating the results of her studies. She
appreciates everyone.
To her Doggos, who become her “bilar buddies” and source of her
laughter Mommy Win, Kuya Cookie, Zea mays, and vivor and beloved wacky
who made her time during pandemic fun. To her Cats, Toey, Meow, Oreo, for
your kind words, cooperation, and support. To CMU
Chunky, ingka, bebeb, and ming ming from manila, you saved her
more than she saved you.
And to YOU, whoever you are and wherever you may be, thank you for
lending this book your time, for reading the fruits of hard labor and meticulous
efforts of the author. I hope this research helps you with insights and
references as you take good care of this arduous thesis the author poured her
time into.
And to everyone, the author failed to special mention, that she is
grateful for the encounter and conversation, without all of you, she will not be
where she is and who she becomes, you made this all possible.
This is just part of the goal; she is still a work in progress.
DAGHANG SALAMAT, ARIGATHANKU, KUPUN NA KAMSAMIDA!
-Kaira Mae Demetrio Zambas
vii
Copyright @ 2022 by Kaira Mae Demetrio Zambas
All Rights Reserved
viii
ABSTRACT

BUKIDNON by KAIRA MAE ZAMBAS, Bachelor of Arts in Political Science,
Central Mindanao University, Musuan, Bukidnon, June 2022.
Thesis Adviser: Marjorie T. Sobradil, MPA
The purpose of this research study is to identify the significant factors

that influenced the voting preferences of the registered voters in Barangay
Kibatang, Don Carlos, Bukidnon for the 2022 Presidential Election.
Specifically, the study aims to determine the following: 1.) Identify the factors
that influenced the voting preferences of the registered voters in Barangay in
Kibatang, Don Carlos, Bukidnon in the 2022 Presidential Election? A.)
Candidate’s Identity B.) Candidate's Credentials C.) Candidate’s Character
Qualities and D.) Election Campaigns and 2.) Identify the causal variables
that influenced the voting preferences of the registered voters in Barangay in
Kibatang, Don Carlos, Bukidnon for the 2022 Presidential election. In terms of;
A.) Family B.) Religion C.) Peer D.1) Mainstream Media radio, D.2)
Mainstream Media Television. D.3) Mainstream Media Newspaper and D.4)
social media.
The data were gathered through a survey questionnaire, a descriptive
analysis was also utilized in this investigation and a cluster random sampling
approach is used to determine the probability of respondents per purok by
registered voters’ population of Barangay, Kibatang, Don Carlos Bukidnon.
The study revealed that candidate-oriented aspects, the Candidate's
character qualities are more considered as a huge influence in their voting
preferences than Candidate Identity. The residents of Kibatang chose
candidates based on the candidate’s personality when speaking with the
populace and their nature, and the study also found out that the respondents
do not base their voting preferences on the Candidate's identity such as their
looks and whether their party is powerful. The study also discovered that the
causal variables Family has a significant impact on their voting preferences,
data shows that in Barangay Kibatang, the chosen candidates of parents and
family members have huge implications on the voter's preferences than
religion does, and the corresponding data showed that the respondents do not
base who they vote for on their churches' beliefs or follow every candidate
that their leaders endorse.
Keywords: Candidate-Oriented factors, Causal Variables, Candidate,

Presidential Election, Voting preferences,
ix
TABLE OF CONTENTS
PAGE
TITLE PAGE i
APPROVAL SHEET ii
BIOGRAPHICAL SKETCH iii
ACKNOWLEDGMENT iv
COPYRIGHT PAGE viii
ABSTRACT ix
TABLE OF CONTENTS x
LIST OF TABLES xi
LIST OF FIGURES xiii
LIST OF APPENDICES xiv
CHAPTER
I. INTRODUCTION
1.1 Statement of Problem 4
1.2 Objectives of the Study 5
1.3 Significance of the Study 6
1.4 Scope and Delimitation 7
1.5 Conceptual Framework of the Study 8
1.6 Definition of Terms 10
II. REVIEW OF RELATED LITERATURE AND STUDIES

2.1 Review of Related Literature 14
III. METHODOLOGY
3.1 Research Design 26
3.2 Research Method 26
3.3 Research Instrument 26
3.4 Respondent of the study 27
3.5 Research Tool 29
3.6 Locale of The Study 30
3.7 Statistical Tool 32
IV. RESULTS AND DISCUSSION

4.1 Result and Discussion 33
V. SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

5.1 Summary 64
5.2 Findings 65
5.3 Conclusions 67
5.4 Recommendations 69
REFERENCES 70
APPENDICES 76
x
LIST OF TABLES
Table Title Page

1 Presentation of Sample Overall respondents 28
2 Likert Scale Used for The Interpretation of Data on The 29

Factors That Influence the Voting Behavior of Registered
Voters
3 Presentation of the overall number of registered voters and 33

number of respondents per purok of Barangay Kibatang
4 Presentation of the overall data, frequency, and percentage 34

of Gender cluster, Age cluster, civil status cluster, religious
affiliation cluster, Work status cluster, and Educational
Attainment cluster.
5.1 Presentation of Factors that influence the voting preference/ 38

Candidate’s Identity Factors. Mean and Descriptive Rating
and Ranking

Candidate’s Credentials Factors. Mean and Descriptive
Rating and Ranking

Candidate’s Character Quality Factor. Mean and Descriptive
Rating and Ranking.

Candidate’s Election Campaign Factors, Mean and
Descriptive Rating and Ranking
6.1 Presentation of Causal variable / Family Factor, Mean and 46

Descriptive Rating, and Ranking
6.2 Presentation of Causal variable/ Religion Factor Mean and 48

Descriptive Rating and Ranking.
6.3 Presentation for Peer as a Causal variable that influences 49

the voting preference of Registered voters of barangay
Kibatang. Mean and Descriptive Quality and Rank.
6.4 Presentation of Causal variable/ Radio Main Stream Media 51

factor. Mean and Descriptive Rating and Ranking.
xi
6.5 Presentation of Causal variable/ Television Main Stream 52
Media Factor. Mean and Descriptive Rating and Ranking.
6.6 Presentation of Causal variable/ Newspaper Main Stream 54

Media Factor. Mean and Descriptive Rating and Ranking.
6.7 Presentation of Causal variable/ social media Factor. Mean 56

and Descriptive Rating and Ranking.
7 Correlation matrix between causal variables and candidate- 58

centered factors that influences the voting preferences of the
registered voters
7.1 Correlation matrix between causal variables family and 58

candidate-centered factors. Value and Significance
7.2 Correlation matrix between causal variables Religion and 59

7.3 Correlation matrix between causal variables Peers and 60

7.4 Correlation matrix between causal variables Radio and 60

7.5 Correlation matrix between causal variables Television and 61

candidate-centered factors Value and Significance
7.6 Correlation matrix between causal variables Newspaper and 62

candidate-centered factors Value and Significance
7.7 Correlation matrix between causal variables social media 63

and candidate-centered factors Value and Significance
xii
LIST OF FIGURES
Figure Title Page
1 Conceptual Framework 8
2 Map of Barangay Kibatang, Don Carlos, Bukidnon 31
xiii
LIST OF APPENDICES
Appendix Title Page
A Survey Questionnaire 77
B Letter to the Mayor 84
C Letter to COMELEC 85
D Letter to Barangay Captain 86
E Letter to Respondents 87
F IERC Permit 88
G Certificate of English Critique 89
H Documentation 90
xiv
CHAPTER I
INTRODUCTION
An important source of political socialization and engagement is an

election. It serves as a link between rulers and ordinary people
(Encyclopaedia, 2020). The candidate and the voters are the two most
essential variables determining a candidate's fate in a democratic election.
Candidates must effectively market themselves to be considered leaders;
voters, on the other hand, determine the candidates' fate during the election.
Given their popularity, representatives are obligated to use their resources to
influence their future strategies. As a consequence, an election is a governing
authority entrusted to the people to direct the future policies of their countries
(Berganza,2000).
Voting can be challenging, and selecting the best candidate for office is
always tricky. Many elements play a significant role in this, including election
campaigns, political exposure, voter education, political expertise, family
influence, and popularity. Due to various variables, registered voters had
difficulty assessing and considering their options as candidates lay down their
materials and candidature propaganda. Candidates with no experience in
campaigning can have one of two effects: they can encourage voters to
evaluate candidates using campaign cues, or they can encourage people to
vote without ever being conscious of the information benefits of campaigns
(Gherghina and Rusu, 2021).
Election campaigns are long-consuming and expensive, with

candidates investing significant time, effort, and money to shape residents'
perceptions of themselves (Fridkin and Kenney, 2011; Gherghina and Rusu,
2021). There was a lot of work and money spent on creating enough
campaign posters to reach every voter. They generate news coverage,
educational materials, and persuasive messages that have the potential to
greatly influence citizens' choices, opinions, and voting intentions. Political
parties and leaders had strong incentives to enlighten voters about their
2
perspectives on the day's topics, and the media cover and spread these
messages throughout election campaigns. Nadeau et al., 2008). The majority
of registered voters genuinely interested in the election carry their inquiry on
the internet, where they rely on news materials, social media, television, and
radio. Those who do not conduct their research and instead rely on candidate
advertisements or miting de avance.
Based on their information environment, voters are given key cues to

vote. Johann et al. (2017) evaluated the literature on information
environments in electoral campaigns and how they influence voting
preference changes. The author stated that media information has the ability
to influence or make decisions, and as a result, to change the voting
preferences in the short term. Previous campaign research has found that
party communication in the media has a significant impact on voter voting
preferences. (Johann et al. 2017). In a response to this information, the
researcher expounded on the media references in the study to further
comprehend the connection and influences of media and voting preferences.
Voters must have thoughts on the topic and perceive distinctions

between the candidates for a policy issue to influence their voting preferences.
Even on important topics, some voters had fallen short of these requirements.
Some had opinions that are too shaky and unstable to be used as a basis for
judging the candidates, while others would see no substantial distinctions
between the candidates on the matter (Campbell et al. 1960, 167-187).
However, many voters had firm ideas and strong impressions of candidate
differences on some subjects, mainly if the candidates express their
differences clearly (Nie, Verba, and Petrocik 1976, 156-173).
According to several research, Given the country's multi-party system,

Filipino voters would not consider political party affiliation to be useful criteria
for choosing the candidate they supported. (Pertierra, 1988; Ando, 1969.
Batara, et. al 2021). Voters' perceptions of candidates' attributes or
backgrounds were utilized to explain Filipino voting preferences explained by
3
Batara, et. al 2021. However, the researchers claim that several studies have
been undertaken in the past. Candidate-centered factors were found to be
drivers of voting preferences in a study describing Filipino voting tendencies
and a survey of the literature in the Philippines; however, the context of the
study is based on a different aspect. The current electoral environment in the
Philippines is marked by the existence of important and necessary subjects;
pro-administration and opposition parties have clear roles, and the media has
always been a lookout for the pre-election polls and are widely reported
around the country. As a result, it's also crucial to investigate the
aforementioned probable impact on voters' voting preferences (Batara, et. al
2021).
Electoral behavior is often explored in political debates, focusing on

factors that influence voters' candidate preference, which is critical for any
political party contesting in the election process. This is why many scholars
have focused their efforts on examining the preferences of candidates of
registered voters. Visser (1996) assumed that by translating this generic
analysis of voting acts into a behavioral model that can be empirically tested,
it could be made more particular and parsimonious. Thus, this study had look
into what aspects genuinely persuade and motivate registered voters in
choosing their preferred candidates and which qualities appeal more and
appeal less.
“Democracy cannot succeed unless those who express their choice are
prepared to choose wisely. The real safeguard of democracy, therefore, is
education.”
― Franklin D. Roosevelt
4
Statement of the Problem
The study seeks to answer the following question.
1. What are the factors that influenced the voting preferences of the registered
voters in Barangay in Kibatang, Don Carlos, Bukidnon in the 2022
Presidential Election?
A. Candidate’s Identity
B. Candidate's Credentials
C. Candidate’s Character Qualities
D. Election Campaigns
2. What causal variables influenced the voting preferences of the registered

voters in Barangay in Kibatang, Don Carlos, Bukidnon for the 2022
Presidential election. In terms of;
A. Family
B. Religion
C. Peers
D. Media
5
Objectives of the Study
The study seeks to answer the following questions:
1. Identify the factors that influenced the voting preferences of the registered
voters in Barangay in Kibatang, Don Carlos, Bukidnon in the 2022
A. Candidate’s Identity
B. Candidate's Credentials
C. Candidate’s Character Qualities
D. Election Campaigns
2. Identify the causal variables that influenced the voting preferences of the
registered voters in Barangay in Kibatang, Don Carlos, Bukidnon for the 2022
Presidential election. In terms of;
A. Family
B. Religion
C. Peers
D. Media
6
Significance of the Study
The result of the study was of great benefit to the following:
REGISTERED VOTERS The objective of this study is to provide information

and understanding to voters and their voting preferences. The study also
served as a data source for voters and a medium of knowledge for young
people's political views. This data was a guide to voters in choosing the best
candidates for office. The study's findings had increased voter education and
the importance of voting and exercising suffrage. The study highlighted the
characteristics that determine the shape of early political perceptions and
behaviors.
LOCAL GOVERNMENT UNITS This research was done to provide the
registered voters with enough information to choose the right person for the
job and help the local government assess the future generation of voters. The
study's findings also aid the local government in determining the factors that
influence the voter’s behavior and candidate preference.
STUDENTS This study's findings were to serve as a source of knowledge and
sway. The study's findings can be utilized to guide future voting and political
participation. This material can be used as a guide to determine how voters
and candidates adjust their behavior and patterns.
CITIZENS, this research was made to increase public awareness of the future
generation's political participation and exposure. The citizens had benefited
from the outcome, as it increase their awareness of political events and the
elements that substantially impact their voting preferences.
ACADEMICIANS It served as background information for future studies on
voting. Specifically, this could be used as a reference for future research on
the right to suffrage and involvement in politics worldwide.
7
Scope and Delimitations of the Study
This study is confined to determining and analyzing the voting

preferences of the registered voters in the 2022 Presidential Election.
Candidate’s Identity, Credentials, Character Qualities, Election campaigns, as
well as other causal variables such as family, religion, peers, ethnicity, and
media, were taken into account.
The study was conducted specifically in Barangay Kibatang, Don
Carlos, Bukidnon, with a total of 1,613 registered voters. The researchers
selected registered voters per purok through cluster random sampling, the
chosen individuals vary in random age and gender sample to secure
proportional representation among the residents of Barangay Kibatang. The
study only surveyed the calculated 95 respondents of the registered voters, as
per the Slovins Formula. The researcher chooses the specified barangay due
to the conditions in which the locale is situated close to the researcher's Home;
it was also constrained by safety, time, and cost.
8
Conceptual Framework
Figure 1.0 conceptual framework for VOTING PREFERENCES OF THE

REGISTERED VOTERS FOR THE 2022 PRESIDENTIAL ELECTION IN
BARANGAY KIBATANG, DON CARLOS, BUKIDNON showing the
relationship of the independent and dependent variables.
The conceptual framework shows the relationship between the

independent and dependent variables of the study (Figure 1). This study
attempted to look into the variables influencing the voting preferences of
registered voters. It was theorized that the voting preferences of voters are
influenced by several factors such as candidates' identity, credentials,
character qualities, and election campaigns. In addition to the Agents of
Political Socialization as determinants of voting preference, there are also
what we call the causal variables as mentioned by Oliver Woshinsky (1995) in
his book “Culture and politics: an introduction to mass and elite political
behavior” also play an important role towards the voting preferences and
behavior of a voter. A limited number of variables influence how most people
vote in any given election given the option. The "objective" elements of class,
race, religion, ethnicity, gender, place of residence, area, and age are among
them. Every variable has an independent influence on how individuals vote,
9
yet they are all interconnected. Complex interactions occur between them.
They frequently encourage one another. They do, however, occasionally
function paradoxically. What matters most is how people interpret these
elements in their minds. Subjective perceptions and self-definitions are
extremely useful in determining who to vote for. Party strategists are well
aware of all of this. The significance of image manipulation during the
electoral campaign cannot be overstated. Winning campaigns discover
methods to get into voters' deeply ingrained self-images. The election-day
choice is determined by what is in a voter's thinking, which is the
consequence of both her life experiences and her comprehension of those life
experiences. To anticipate how anyone individuals vote, we must know all of
these things and more.
10
Definitions of Terms
To further understand the proposed study, the following terms were defined:
Age - refers to the respondent’s years of living from birth up to the time of the
study.
Candidate-Centered Factors- refers to the influence of the candidate’s

identity, credentials, character qualities, and campaigns that affect the voting
preferences of the respondents
Candidate Identity- refers to the personal identity of the candidate who

applies for a position or is nominated for election.
Candidate’s Credentials- refer to a candidate's previous academic

achievements, training, and political background before running for an
election position.
Candidate’s Character Qualities- refers to the personal attributes of a

political candidate such as Honesty, Generosity, sociability, trustworthiness
outgoing, and reliability that appeal to and persuade respondents to vote for
them.
Causal Variables- refers to the independent variable that is used to explain

political behavior (family, religion, peers, media).
Citizen - refers to a legally recognized resident of a nation or state such as

the Philippines, either native or naturalized.
Cluster random sampling – a form of random sampling that separates a

population into clusters to create a sample of respondents for the study.
Democracy- refers to a form of government in the Philippines, in which

registered voters are entitled to choose their leaders by voting.
11
Educational Attainment - refers to the respondent’s highest level of the

academic ladder the respondent has completed (Elementary graduate,
elementary level, high school graduate, high school level, college graduate,
college level, others).
Election- refers to a formal and organized event that is held in the Philippines
(usually held in May) that changes or retains a political candidate in their
position.
Election campaigns- refer to how candidates and political parties prepare

and present their ideas and positions on issues to the respondents in the
period preceding election day.
Election Materials – refers to the materials provided to poll workers to

properly conduct the election such as flyers, leaflets, and banners of
candidates
Family - is a group of two or more persons related by birth, marriage, or

adoption who live together; all such related persons are considered members
of one family.
Factors- refers to the influence of the sociodemographic, candidate’s identity,

credentials, character qualities, and campaigns that affect the voting
preferences of the respondents
Influence- the capacity of a political candidate or a political campaign to have

an effect and convince the respondents to vote for them
Likert scale - a unidimensional scale that researchers use to collect

respondents' attitudes and opinions.
Local Government Unit – refers to the institutional units of Don Carlos where
in barangay Kibatang as the locale of the study is located.
Political Candidate - refers to a person who runs for a position in the election.
Mass media- refers to a diverse array of media technologies used by political

candidates to reach a large audience via mass communication
12
Newspaper: refers to another form of mainstream media that is used as a

medium in spreading news and electoral campaigns that are printed in a
paper.
Occupation - refers to the respondent’s source of income.
Peer groups- refers to a type of social group that is made up of people who
share similar interests, social status, and are in the same age group as the
respondents.
Politics- refers to the activities associated with the governance of a country

or other area, especially the debate or conflict among individuals or parties
having or hoping to achieve power.
Political Candidate - refers to a person who runs for a position in the election.
Political Influence- refers to a political candidate’s capacity to affect the

respondent’s preferences in voting
Political Participation - refers to voluntary activities undertaken by the

respondents to influence public policy, either directly or by affecting the
selection of Political Candidates with the means of an election and practicing
suffrage through voting.
Printed Material - refers to all printed reading materials that appeal to the
visual sense of the respondents
Quantitative Research - means collecting and analyzing numerical data

given by registered voters through a survey to describe characteristics, find
correlations, or test the researchers’ hypotheses regarding voting preference
in the barangay Kibatang 2022 presidential election.
Radio - refers to the electronic medium that appeals to the auditory senses of
the respondents.
13
Registered Voters – refers to a Bonafede respondents of the locale, above

18 years of age, and is registered in COMELEC who has the ability to cast
votes in an election.
Respondents- refers to the registered voters who are the target audience of
the study.
Religion - refers to the religious congregation or group to which the

respondent does belong.
Slovin's formula – is used to calculate the sample size necessary to achieve

a certain confidence interval when sampling a population for the study.
Socio-demographic Factors - Refer to the respondent’s age, educational

attainment, monthly family income, number of children, occupation, and
religion.
Social Media- refers to a collective term for websites and applications that
focus on communication, community-based input, interaction, content-sharing,
and collaboration that are used by political candidates to gain the attention of
the respondents
Sources of Information - Refers to the respondent’s sources of information
Survey Questionnaire – a technique for gathering statistical information

about the attitudes, or actions of a population of respondents by a structured
set of questions made by the researchers.
Television - refers to the electronic medium that appeals to the auditory and
visual senses of the respondents.
Voters – refers to a person, 18 years and above, a Bonafede resident of a

democratic country like the Philippines who has the right to vote in an election.
Voting preferences- refer to a candidate that is liked by the respondents and

who most likely the voter would choose as their candidate for the position.
CHAPTER ‫׀׀‬
REVIEW OF RELATED LITERATURE
Understanding Voting Preferences
There are many political frameworks and changes in the study of voting
preferences and participation. When studying voting, the focus is on how and
why people come to particular voting preferences and election decisions
added Said (2020) to his political participation work. The diversity varies the
impact of the voting element and voting decisions throughout time and places.
It could be the candidate that represents them in this term, a change of
political ideology for the next term, or the new candidate's family affiliation or
educational background.
Candidate and government efforts evaluations are both short-term

factors that can change dramatically from election to election. Political
affiliation and ideology are much more stable in the short term; it could also
vary if another official running for office had a more appealing ideology join.
From one election to the next, few voters alter their candidate preference, and
the changes that do occur are usually minor but sometimes take massive
differences.
Recognizing voter preferences can certainly illustrate how and why

voters make decisions, a topic that has long sparked debate among many
political scientists. As a result of the need for political science and psychology
knowledge to interpret voting behavior, the field of political psychology, which
contains electoral psychology, arose. The most intriguing questions about
elections have always been about how people voted the way they did or why
voters changed their candidate preferences over time, not only about who
won the elections.
The researcher examined further the voting preferences of the

registered voters in Kibatang, Don Carlos, Bukidnon to elaborate
thoroughgoingly based on the recent 2022 presidential elections held last May
15
9, 2022. This research was done to look into the reasons for choosing or
changing the candidate preferences of voters. The investigation had been
conducted through a cluster random sampling survey, which looks into the
candidate's character, identity, family affiliation, and educational background,
Causal variables and socio-demographic influences were to be scrutinized by
the questionnaire that is specially designed to produce reliable results.
History of Voting
Ancient Greece was the birthplace of voting, according to Hogan's

History of Election. Around 508 B.C., Ancient Greece begins to develop the
earliest form of democracy. Male landowners were decided to invite to stand
for election for the political leader or "candidates" they most desired to be
exiled for the next ten years each year in a "negative" election. Voters were
required to write their choices on broken pots, known in Greek as ostraka,
from which we get the word "ostracize." If a "candidate" received more than
6,000 votes, the one with the most votes was exiled. If no politician received
6,000 votes, they all stayed.
In Medieval Venice, The Venetian polity consolidated and 40 members

were elected as members of the Great Council during the early 13th century.
The Venetians used "approval voting," in which voters cast one vote for each
acceptable candidate and none for those they deemed undesirable. The most
voted person was declared the winner.
On the other hand, American history is built on a foundation of ever-

increasing liberties, notably the ability to vote. The rules that apply to eligible
voters have changed dramatically since 1776, when this was declared that all
men were created equal but that equality only applied to some. When
America was young, only white men over the age of twenty were allowed to
vote.
The Philippines elections like the other democratic institutions are

mostly based on Western models. Due to American colonialism in the
16
Philippines, constitutional law, the secret ballot, referendums, political parties,

and the legislature arose. The country's first election was held in Baliwag,
Bulacan, on May 18, 1898, under American supervision. Following General
Order No. 40, Series of 1900, issued by the military governor to establish
municipalities in the Philippine Islands, four Cavite municipalities were
established. The military authority granted broad suffrage rights at first, but
later limited the franchise (Maambong, 1992; Hutchcroft, 2000; Teehankee,
2002).
The qualification of voters is as follows: Males aged 23 and up;

residents of the municipality where they were to vote for six months
immediately before the elections; and any of the following three classes:
individuals who speak, read, and write English/Spanish, own residential real
estate worth at least P500, or have held local government positions prior to
the country's occupation in 1898. (Teehankee, 2002)
Political Socialization and Participation
An independent variable in research that describes the stability and

change of key individuals' political orientations and behaviors in order to
explain the stability and change of political systems is called political
socialization (Dekker, 2020).
Weiss (2020) elaborated that individual can get involved in politics in a

variety of ways, such as voting and in participating political parties. Their
proposed typology includes casting a vote, canvassing, trying to contact
public officials, and collaborative or general activities. Political knowledge is
essential for citizens to form accurate viewpoints, and it is necessary for
effective political participation. Political knowledge is helpful for various
reasons (Nugroho, 2018). Regardless, improving political/civic education is
critical to strengthening participation as a fundamental principle of democracy.
Voting behavior and participation that lead to wise voting preferences

had been a massive factor in a country's future, as this mere action can
17
change the course of a country's future. The necessity to expand the number
of potential voters and promote political engagement necessitates the
development of voter education. The formulation of programs, continuous
execution, and outcome monitoring of voter education initiatives must be
carefully considered. Implementing a voter education program is intended to
upsurge the number of potential voters and boost political involvement. Voters
may check voter lists to verify they have been appropriately included, what
sorts of elections are who is qualified to vote, where and how to register to
vote, and how to cast a ballot held, Voter education covers topics such as to
whom, at what, as well as how to vote, whoever the candidates are, and how
to file complaints. One thing to consider too is that in politics, the need to use
a variety of communication tactics is a well-known truth, especially as the
electorate grows more. As a result, the socioeconomic and political landscape
is becoming varied explained by MacManus, 2003.
Scholars have noted an ineffective and inefficient political socialization,

particularly in schools, and poor informal socialization as part of the
conventional household experience. According to this evidence, reduced voter
participation might result from a decline in "political and social connection."
The absence of material—from broad awareness at which the government
partakes particular knowledge in registering as a voter—is the most significant
factor in this respect" (p. 345). Low turnout in any group is intriguing (and
concerning), but it is especially so in this case, political activities by registered
voter may not consider as one even though they are. As a result, the
understanding of an individual toward the ways of politics, and the willingness
to engage in political activity. Nadeau et al. (2008)
Because voting and registering to vote both require a basic literacy

level, Voter education activities are hampered by those with insufficient
literacy abilities (MacManus, 2003). According to this viewpoint, reasonably
well-read people were the most vulnerable to information diffusion's influence.
To be a deciding factor in deciding whether or not to support a political party
or a politician, new information must be both essential and understandable.
18
However, voters' perceptions of essential and understandable new

information may differ. New bits of information add to the bank of political
information held by low-aware voters, but their incapacity or unwillingness to
evaluate this information may restrict its impact.
It should state unequivocally that suffrage is universal. It should

contribute to developing a culture in which women are encouraged to
participate and be accepted into the democratic process. Voter education
initiatives start early and last throughout the election process. Constituents
should be informed about voter registration processes early in the process to
have plenty of time to register. To ensure correct information, they should be
notified how and where to double-check their voter registration lists. The sort
of election to be held, the polling day and location, the polling station's hours,
and how to cast their ballots should all be communicated to voters.
(https://www.un.org/womenwatch/osagi/wps/publication/Chapter5.htm).
Voting Practices in Philippine Elections
One of the most eagerly awaited vents in the Philippine arena is

Elections. It is held for the general population to have a say in the government.
Because citizens cannot all be government members, the best candidates
must be chosen. Indeed, elections are widely regarded as the fundamental
method for choosing the next personalities in the office. An election can be
considered a modern version of Survival of the Fittest coined by Darwin
(Velmonte, 2020). The center of the existence of a democratic society is
citizen participation, and we should investigate whether organized citizen
participation improves the success of any government program, particularly
the delivery of public services. Though the Philippine experience with citizen
participation has been mixed, it does demonstrate that, in some ways, citizen
participation improves the management of government programs (Velmonte,
2019).
Political participation in the Philippines, in general, is highly problematic,

as the Philippine arena is unlike any other. Politics in the Philippines is like a
19
battleground with many political clans and intimidating characters fighting for
control. If the person lacks political determination, it resolves to be best to get
out of the way or expect to be battered and bruised. "In the Philippines,
elections are dominated by personalities, akin to a national soap opera in
which the lines between infamy and celebrity blur over time." (Harden, 2010,
Velmonte, 2020) in his Washington post.
In the Philippines, elections are seen as a platform for elite families to

compete for political power. As a result, violence, fraud, and irregularities are
common in Philippine elections. At polling places, there was a scarcity of
ballots. Vote boxes were overflowing was missing; genuine voters' names
were not on the voting list; deceased people's names were not updated;
polling stations ran out of ink, preventing citizens from voting again. In
Velmonte's (2020) study, all these claims are verified.
As the years pass, the Philippines' electoral practices, and political

participation have cascaded for the better. This should be the case because
inclusive political engagement is not only a basic political and democratic right,
it is, however critical for the growth of peaceful and stable societies and
regulations that respond to future generations' needs and improve their lives.
Candidate background
Voters may not need to infer a candidate's policy positions from their
background characteristics in most elections because political candidates
readily provide information on policy positions, both through their party label
and by taking explicit positions on policy issues Pedersen, Dahlgaard, and Citi
(2019) on Candidate Background Characteristics Influence Voter Reactions,
as Do Candidate Policy Positions. When voters evaluate candidates, it is
common in the candidate characteristics literature that such information can
overwhelm and attenuate the effects of personal background characteristics.
According to Murcia and Bolo (2016), during the Philippine presidential

election back in 2016, According to the researchers, a politician's work status
background is a fairly good indicator of his or her political attitudes, and 20
politicians with other careers are more likely to be uncorrupt.
Voters may infer a candidate's policy positions from his or her family
history for similar reasons. Voters will be much more likely to deduce qualities
and policy positions from a candidate's career for a variety of reasons. First,
while applicants are generally assigned gender and parents with specific
occupations at birth, they do have some control over their occupation. As a
result, voters may perceive a candidate's occupation as a rather significant
indicator of his or her talents and dispositions. Second, other background
characteristics, such as a candidate's level of education and income, can be
inferred from their occupation. This is significant because, while a candidate's
professional background has no direct bearing on voter perceptions of his or
her qualifications for office, education does. The electoral significance of the
second method of inference, which goes from candidate attributes to
candidate policy positions, is self-evident. According to the Downsian model
of electoral competition, voters prefer the candidate whose policy beliefs are
the most similar to their own (Downs 1957; Pedersen, Dahlgaard, & Citizen)
(2019).
Election campaigns
Since then, it has been more than half a century. The theory of
campaign minimal effects was developed (Campbell et al., 1960). Electoral
behavior is often debated in political debates, focusing on factors that
influence voters' ultimate decisions, which is critical for any political party
contesting in the election process (Danaj & Lami, 2014). Voters who trust
politicians identify with the candidate, resonate with their personality, and
believe what is said in the campaign (McGregor, 2018). Candidates have
used a range of strategies to capture the attention of voters. An informative
election campaign provides people with a persuasive stimulant to think about
(Ferrín, Fraile, and García-Albacete, 2019; Riker, 1989; Gherghina & Rusu,
2021). The problematic aspect now is catching the attention of the technically
inclined and politically aware voters. Ranging from [1] Printed media, [2]
Social Media exposure, and [3] Television Commercials, Radio BroadCast.
21
According to extensive research, many people base their voting decisions on
the subject matter of election campaigns (Peterson, 2015).
Printed media- It is all about getting the design right when it comes to
creating effective campaign leaflets — to attract the electorate's attention. The
politicians, parties, or viewpoints promoted in any flyers published should be
thoughtful and informative. The best advertiser's most incredible tool is still
words, not graphics. Newspapers and magazines provide the flexibility and
space needed to develop a message fully.
After 30 seconds on the air, the message is still there. Because

advertising is meant to disseminate information, print media is usually the
foundation of any successful advertising effort (Barker, 1999). Print media is
an effective educational tool as well. Newspapers, for example, are very
valuable in conveying almost the same types of information as radio and
television can.
The social media campaigns were next. The difference between a

digital campaign and a social media campaign is its dissemination of
information. A digital campaign focuses on raising awareness and promoting
a candidate or a party online via all available digital channels. In contrast, a
social media campaign promotes a candidate or a party via various social
media channels (Mazahir, 2014). There are two approaches to running a
social media campaign in total. The first method is completely free and
involves sharing the candidate's platforms, ideas, and missions while
connecting with the general public. The second way is through paid
advertising. People can use Facebook ads, Google Ads, or Twitter promoted
accounts to advertise a candidate or a political party on Facebook, Google,
and Twitter, respectively.
The following method is to advertise on Television and radio. Because

the Philippines places such a high emphasis on the local media, it is no
surprise that it distributes campaign materials such as interviews, biographies,
and political commercials. Candidates, in most cases, not only lay down their
advocacies in the media but also amuse their audiences with upbeat songs
about themselves, on-trend dancing moves, and occasionally even role-plays;
22
Haug et al. (2010) also assess that Television plays a significant role in
election campaign communication.
This research focuses on voting as political participation of registered;

the aspect of high voting turnouts of the younger generation is a must coveted
gem of the candidates today as the next national elections are fast
approaching. In this context, candidates have come up with various
techniques to catch the younger generation of voters' attention.
The influencers of voting preferences
Family- The family is the first socializing agent. Children are taught
what they need to know by their mothers and fathers, siblings and
grandparents, and extended family members. They illustrate how to use
commodities (such as clothing, computers, eating utensils, books, and
bicycles) as well as how to interact with others (some as "family," others as
"friends," still others as "strangers," instructors, or "neighbors") (what is "real"
and what is "imagined"). As individuals are informed from their own
experience as a child or from their involvement in helping to raise one,
socialization entails teaching and learning about an infinite variety of items
and ideas. https://courses.lumenlearning.com/sociology/chapter/agents-of-
socialization/
The family plays a critical role in transmitting political values from generation
to generation. During the first ten to fifteen years of a child's life in the home,
the majority of his political personality is formed. The youngster is deeply
affected by his parent’s and family's mentality, which has a long-term impact
on his thinking. Through his or her family, the child learns about political ideals.
Political messaging may be accepted, rejected, or ignored.
https://schoolofpoliticalscience.com/agents-of-political-socialization/
23
Religion- Religious organizations' political influence has waned in

today's secular democratic democracies. Regardless, they appear to be
supporting characters. Many European countries associate Roman Catholic
meditation with government and educational institutions. In India, Hindu and
Muslim religious organizations try to sway their members' political opinions in
a variety of ways. https://schoolofpoliticalscience.com/agents-of-political-
socialization/
While some religions are informal institutions, this article focuses on

the practices of formal institutions. For many people, religion is an important
source of socialization. Gender standards are upheld by many religious
institutions, and socialization helps to enforce them. From rites of passage
that strengthen the family unit to power dynamics that perpetuate gender roles,
organized religion develops a shared set of internalized values that are
passed down through society.
https://courses.lumenlearning.com/sociology/chapter/agents-of-socialization/
Peer Group- Peer groups consist of people who are similar in age,
social status, and interests. Peer group socialization begins at a young age,
such as when older children teach younger children how to take turns, follow
game rules, and shoot a basketball on the playground. As children grow into
teenagers, this process continues.
https://courses.lumenlearning.com/sociology/chapter/agents-of-socialization/
As they begin to form their own identities separate from their parents
and assert their independence, adolescents place a different value on peer
groups. Peer groups also provide opportunities for socialization because
children engage in various activities with their peers than with their families
Peer groups provide adolescents with their first significant socializing
expertise outside of their families. Surprisingly, while friendships are high on
adolescents' priority lists, researchers have discovered that parental influence
mitigates this.
24
A peer group is a collection of people who share common interests or

are close friends. The former's way of life has been altered by industrialization,
urbanization, and modernization, and the number of difficulties has increased.
As a result, the value of affectionate blinds in modern culture has increased.
People can have many different types of conversations with close friends.
Friends' political opinions can influence and change a person's moral
perspective. https://schoolofpoliticalscience.com/agents-of-political-
socialization/
Media- Radio, film, television, the internet, and other forms of

communication are very advanced in today's world and serve as practical
tools for political socialization, as an excerpt from
schoolofpoliticalscience.com/agents-of-political-socialization/. Furthermore,
political news, analysis, and photographs are instantaneously distributed
through the media. The media is used by members of the administration and
their political parties to express their views. Opposition parties and their
members tend to follow the ruling party's lead.
https://courses.lumenlearning.com/sociology/chapter/agents-of
socialization/ as seen on this website, Television, newspapers, radio, and the
Internet are all examples of mass media that broadcast impersonal
information to a large audience. The media has a huge impact on social
norms. People learn about nonmaterial culture—what is true (beliefs), critical
(values), and expected—as well as material culture objects (such as new
technology and transportation options) (norms).
Socio-Demographic Factor
In Vernooy's study (2009), he stated that Although socio-demographic

characteristics are not the only factors that influence voting preferences,
recent studies have shown that they impact the latter political opinions.
Age- According to Gherghina and Rusu (2021), those who had more
political knowledge and more interest in voting according to their pre-
25
campaign attitudes. An experimental investigation should use protocol tracing

techniques with a specific information matrix to assess age-related changes in
voting preferences evaluation strategies.
Gender-Based on Dow's (2009) research in Gender Differences

showed that in political knowledge there is a continuous gender gap that is
measured up to 10-point, about one-third of said gender-based differences
which is due to the qualities of political knowledge as predicted, and the other
part, two-third male-female disparities in exchange to these characteristics.
When voters make conclusions about a candidate's policy ideas, gender can
also play a role. Female candidates, such as Pedersen, Dahlgaard, and
Citizen (2019), are perceived to be more left-wing than their male
counterparts by voters.
Civil Status- Does marital status impact political attitudes and

participation? Married and single people have persistently varied political
views: the married favored a different candidate than the single voters?
Excerpt in Kingston & Finkel (1987)
Educational attainment- Scholars have long agreed that increased

educational attainment leads to increased political participation. Mayer (2011),
in her paper, Does Education Increase Political Participation? It contends that
past empirical assessments of this link cannot be utilized to derive causal
judgments.
CHAPTER III
RESEARCH METHODOLOGY
The following were the methodology used in the study. This chapter
contains the flow and methods of data gathering and discusses how the data
was gathered, interpreted, and analyzed. It includes the research design and
method that was utilized, the research instrument, respondents of the study
research tool, and the locale and the locale map.
A. Research Design
A quantitative research design is utilized in this study. The quantitative
approach applies to the study; Voting preferences of the registered voters for
the 2022 Presidential Election as it establishes the cause-and-effect
relationships between the respondents and candidates. The data was
gathered and collected through the structured research questionnaires and
would be interpreted with the use of frequencies and percentages to come up
with a descriptive analysis.
B. Research Method
The researchers engaged in a descriptive quantitative research method.
Quantitative research methods emphasize objective measurements and the
statistical, mathematical, or numerical analysis of data collected through
questionnaires and surveys. The survey questionnaires were composed of
partial close-ended and close-ended questions.
C. Research Instrument
The researcher gathered the data through a survey using a semi-
structured questionnaire designed for the study. The finding of the study offers
relevant information on the voting preferences of registered voters of
Barangay Kibatang.
The researcher used a survey questionnaire that would be distributed

among the respondents for the study. Questions in the questionnaire were in
27
a closed and open-ended format using the Likert Style Scale. The first part of
the questionnaire is the demographic profile composed of name (optional),
age, gender, civil status, religious affiliation, and occupation. The second part
is the question proper which comprises questions that are directly aligned to
the research objectives. The questions include the following: the factors that
influence the voting preferences of registered voters for the 2022 Presidential
Election: Candidate’s identity, Candidates credentials, Candidate’s character
qualities, and Election campaign, and the causal variable that influences the
voting preferences of the respondents such as family, religion, peers, Ethnicity,
and media
D. Respondents of the study
The respondents of the study are the registered voters of Barangay

Kibatang, Don Carlos Bukidnon. The respondent’s data is gathered through
the COMELEC voter’s registration master’s list 2021 of registered voters of
Don Carlos.
The researcher used the cluster sampling method in choosing the

respondents of the study.
In determining the number of respondents, Slovin’s Formula was used.
�
Slovin’s Formula:= 1 +�(�)2
Where:
n = figure to arrive at the number of respondents in the barangay
N= population size
e= allowable error (in this study, the researcher has chosen 0.1 for 10%
allowable error)
�
�=
1 + �(�)2
28
1,613
�=
1 + 1,613(0.1)2
1,613
�=
1 + 1,613(0.01)
1,613
�=
1 + 16.13
1613
�=
17.13
� = 94.16 ~ 95
The total number of respondents among the registered voters of

Barangay Kibatang, Don Carlos, Bukidnon is 95.
Presented herein shows the frequency of the Registered voters per

purok and the percentage of the respondents chosen to answer the survey
questions. The respondents of the survey had been chosen by listing the
number of registered voters per purok and using cluster random sampling to
determine the number of participants needed for each purok of the Barangay
Kibatang.
Table 1.
Presentation of Sample Overall respondents
Respondents Registered Voter per purok Number of participants

Purok 1 205 18
Purok 2 165 9
Purok 3 145 7
Purok 4 204 14
Purok 5 156 8
Purok 6 143 7
Purok 7 202 14
Purok 8 133 7
Purok 9 131 6
Purok 10 129 5
Total 1,613 95
29
E. Research Tool
As far as data collection tools were concerned, the conduction of the

research involved the use of a semi-structured questionnaire. Some certain
questions were prepared by the researchers and some were adopted from
academic papers. The Likert Scale was also utilized to guide the researchers
toward the satisfaction of research objectives.
The responses of the respondents were determined through the following

scale:
Numeric Value Qualitative Description Qualitative Interpretation

4.21-4.50 Strongly Agree The statement strongly affects the
voting behavior of the respondents
3.41-4.20 Agree The statement affects the voting
behavior of the respondent
2.61-3.40 Undecided The respondents are apolitical in
their response to the factors that
affect their voting behavior
1.81-2.60 Disagree The factors are quite opposed to the
voting behavior of the respondents
1.00-1.80 Strongly Disagree The factors are strongly opposed to
the voting behavior of the
respondents
TABLE 2. Likert Scale Used for The Interpretation of Data on The Factors That Influence
the Voting Behavior of Registered Voters
30
Locale of the Study
The study was conducted in the Municipality of Don Carlos, Bukidnon.
Don Carlos is a first-class municipality in the province of Bukidnon,

Philippines. With a population of 69,273 people in 14,296 households
according to the census (2020), it is situated in the southern part of the
province.
Don Carlos is located 61 km south of the city of Malaybalay, 161 km

from Cagayan de Oro City. 180 km from the city of Cotabato, 160 km from
Davao City, and 1,575 km from south Manila. The Municipality of Don Carlos
is surrounded by the Municipality of Maramag in the north, Kitaotao in the
south, the municipality of Quezon in the east, Pangantucan and Kadingilan in
the west (www.bukidnon/doncarlos.com).
Kibatang is a barangay in the municipality of Don Carlos, in the

province of Bukidnon. Its population as determined by the 2020 Census was
2,219. This represented 3.20% of the total population of Don Carlos,
Bukidnon. The household population of Kibatang in the 2015 Census was
2,238 broken down into 511 households or an average of 4.38 members per
household. (https://www.philatlas.com/mindanao/r10/bukidnon/don-
carlos/kibatang)
31
THE LOCALE OF THE STUDY
KIBATANG
Source: MPDO Don Carlos
Figure 2.
The map of the municipality of Don Carlos, Bukidnon showing the locale of the study.
32
Statistical Tool
As per the result of the data collected, the researcher used the
frequency counts and their corresponding percentages for the response to
each question. The researcher also used a weighted mean (average) for each
item with its corresponding descriptive rating. Pearson Product Moment
Correlation was used to determine the relationships between the dependent
and independent variables and a definite correlation matrix.
CHAPTER IV
RESULTS AND DISCUSSION
This chapter shows the presentation, analysis, and interpretation of the

data. data from the respondents’ responses are relevant for testing the
research hypothesis. A total of Ninety-Five (95) respondents were selected
among the Registered voters of barangay Kibatang, Don Carlos, Bukidnon.
The respondents answered the structured questionnaire which determined
their personal voting preference for a candidate in the 2022 presidential
Election.
The survey was conducted among the 1,613 registered voters of

Kibatang. The letter to the captain as well as the letters for the respondents
was noted and signed by the thesis adviser of the researcher. The letters
were also received and verified by the barangay captain of Kibatang himself.
The researcher used a random sampling method to make a certain proportion
per purok for the respondents of the study. All registered voters who
answered the survey questions voluntarily responded, all of which also
received and read the verified Informed consent letter.
Table 3.
Presentation of Overall number of registered voters and number of

respondents per purok of Barangay Kibatang
Respondents Registered Voter per purok Number of participants
Purok 1 205 18
Purok 2 165 9
Purok 3 145 7
Purok 4 204 14
Purok 5 156 8
Purok 6 143 7
Purok 7 202 14
Purok 8 133 7
Purok 9 131 6
Purok 10 129 5
34
Total 1,613 95
Presentation of Socio-Demographic profile of Registered voters of
Kibatang Don Carlos, Bukidnon.
The tables herein show the presentation of the total number of

respondents and their demographic information. The researcher separated
the respondent’s Gender, Age, civil status, Religious Affiliation, Occupation,
Ethnicity, and Educational Attainment by the table with their corresponding
frequency and percentage.
Table 4.
Presentation of the overall data, frequency, and percentage of Gender cluster, Age
cluster, civil status cluster, religious affiliation cluster, Work status cluster, and
Educational Attainment cluster.
Gender Frequency Percentage
Female 49 51.58 %
Male 46 48.42 %
Age
18-24 years old 33 34.7 %
25-34 years old 27 28.4
35-54 years old 21 22.11%
Civil Status
Married 49 51.58 %
Single 31 32.63 %
Widow/Widower 15 15.79 %
Religious affiliation
Others please specify: 33

ACC 34.74%
Seventh-Day Adventist 15 15.79%
Roman Catholic 14 14.74%
Pentecostal 14 14.74%
35
Baptist 13 13.68%
Iglesia ni Kristo 6 6.32%
Work Status Frequency Percent
Student 30 31.58%
Employed 27 28.42%
Self-employed 22 23.16%
Unemployed 9 9.47%
Retired 7 7.37%
Ethnicity
Cebuano 41 42.55%
Bukidnon 23 24.47%
Umayamnon 15 15.96%
Talaandig 5 5.32%
Higa-onon 5 5.32%
Matigsalug 2 2.13%
Manobo 2 2.13%
Tigwahanon 2 2.13%
Educational Attainment
College level 28 29.47%
Elementary graduate 18 18.95%
High school level 17 17.89%
College graduate 16 16.84%
High school graduate 9 9.47%
Elementary level 7 7.37%
Total 95 100%
Gender. Out of 95 respondents, 46 or 48.42 percent are Males and 49

or 51. 58 percent are Females. Based on past studies, for a long time now,
36
political researchers have been interested in the differences between men's

and women's political behavior. One aspect of the "gender gap" debate has
been gender variations in voting behavior (Abendschön & Steinmetz, 2014).
The data implies that there is a thin line between the participation of women
and men as the data gathered proved that even though females lead the
number in participating in social studies such as this research, their male
counterpart does not lag too far behind them.
Age. Shown in Table above is the data on the demographic of the

residents of Kibatang, Don Carlos, Bukidnon. The age groupings of the
respondents are as follows: 18 years old to 24 years old resulted in 33 or 34.7
percent; 25 to 34 years old resulted in 27 or 28.4 percent; 35 years old to 54
years old resulted in 21 or 22.11 percent, and 55 and over resulted in 14 or
14.74 percent out of the 95 registered voters. Data shows that there are more
18 years old to 24 years old individuals who participated than 55 years old
and over.
Civil status. Out of 95 registered voters of Kibatang who are willing to

answer the survey questions, 49 or 51.58 are Married individuals, 31 or 32.63
of them are single and Widow/Widower persons are 15 or 15.79 percent. The
data gathered shows that there are more married individuals who answered
the survey, single individuals are only second on the charts, and
widow/widower respondents answered the least.
Religious affiliation. Among 95 respondents of Kibatang who are

willing to answer the survey questions, 33 or 34.74 Others answered ACC as
their religion, 15 or 15.79 are Seventh-Day Adventist, 14 or 14.74 are Roman
Catholic, 14 or 14.74 are Pentecostal, 13 or 13.68 are Baptist, 6 or 6.32 are
Iglesia ni Kristo, Data showed that ACC religion toped the highest
respondents among other religion
Work status. Out of 95 registered voters of Kibatang who willingly

answered the survey questions students are 30 or 31.58, Employed are 27 or
37
28.42, Self-employed listed 22 or 23.16, and Unemployed are 9 or 9.47, and

Retired are 7 or 7.37. Among the 95 respondents, more students answered
the research survey than retired individuals.
Ethnicity. Out of 95 registered voters of Kibatang who willingly
answered the survey questions, Cebuano 41 or 42.55, Bukidnon 23 or 24.47,
Umayamnon 15 or 15.96, Talaandig 5 or 5.32, Higa-onon 5 or 5.32,
Matigsalug 2 or 2.13, Manobo 2 or 2.13, Tigwahanon 2 or 2.13. This data
shows that more respondents claim they are Cebuano than any other tribe.
Educational attainment. Out of 95 registered voters of Kibatang who
answered the survey questions, the highest score garnered, College level is
28 or 29.47, Elementary graduates are 18 or 18.95 percent, percent College
graduates are 16 or 16.84 percent, High school level 17 or 17.8 percent, High
school graduates 9 or 9.47 percent, Elementary level is 7 or 7.37 percent.
Therefore, based on the tables above, the demographic variables of
the respondents I assumed to contribute largely to their outlook and
preferences. In Woshinsky’s study (1995) he approves so, “Obviously, there
are numerous impacts on our attitude about life. It turns out that a small
number of characteristics have a significant impact on how individuals see
politics. Culture, class, religion, race, ethnicity, gender, area, and age
are some of the factors that influence people. These are commonly referred to
as demographic variables by sociologists. Each phrase denotes a set of
common experiences shared by persons in the category. These encounters
have a formative impact on shaping global perspectives.
38
Factors That Affect the Voting Preferences
The tables herein present the factors that affect the voting preference
of the registered voters of Kibatang, Don Carlos, Bukidnon. It shows the mean,
Descriptive quality, and rank distribution of the respondents with their
corresponding answers in Candidate-oriented Factors namely; Candidate
identity, Candidate Credentials Candidate Character Qualities, and Election
Campaigns. The mean is the ratio of the respondents who answered with the
descriptive quality which in return is ranked from the highest to the lowest to
identify which factor affects the voting preferences of Kibatang more.
Q1. What are the factors that influenced the voting preferences of the
registered voters in Barangay in Kibatang, Don Carlos, Bukidnon in the 2022
Table 5.1
Presentation of Factors that influence the voting preference/ Candidate’s
Identity Factors. Mean and Descriptive Rating and Ranking
Factors that influence the voting preference Mean Descriptive Ranking

Rating
The ethnicity of the candidate matters when I 3.04 Agree 1st
vote
Relations with the candidate or party 2.72 Undecided 2nd
influence my vote choice.
A political candidate should be popular. 2.68 Undecided 3rd
The religion of the candidate influence may vote 2.34 Disagree 4th
choice
The appearance of the candidate may or may 2.22 Disagree 5th
not influence my vote.
Overall 2.61 Undecided
LEGEND:
4.21-4.50 Strongly Agree
3.41-4.20 Agree
2.61-3.40 Undecided
1.81-2.60 Disagree
1.00-1.80 Strongly Disagree
39
The factors that influence the voting preferences of the registered

voters of Kibatang are shown in the table above. Results reveal that only one
(1) aspect was given a descriptive quality Agree and the next two (2) were
Undecided and the last two (2) were rated Disagree. The 1st place “Ethnicity
of the candidate matters when I vote” receives a high mean (3.04) or agree.
Herein shows that the respondents of Barangay Kibatang highly value the
ethnicity of the individual who is running for the office, this indicates that the
ethnicity of the running presidential candidate is relatively essential for their
voting preference. The 2nd place on the ranking is “Relations with the
candidate or party influence my vote choice.” Or (2.72) was given undecided
together with the 3rd rank “A political candidate should be popular.” (2.68).
Based on the data gathered the relations and the popularity of a candidate
falls upon the Undecided ruling of the respondents, in a study of voting
behavior He (2006), according to him Voting for candidates based on kinship
ties means that lineage considerations outweigh those of policy, character,
and concern for village affairs. Such behavior is not compatible with a modern
approach to village citizenship. The 4th rank is “The religion of the candidate
influence may vote choice.” Or (2.34), and the one that ranked the last 5th
was “The appearance of the candidate may or may not influence my vote.”
(2.22) both ruled as disagree by the registered voters of Kibatang, earning
the least vote, this shows that religion of the candidate and appearance of
the candidate are the leased of concern of the residents of Barangay
Kibatang. Hereon Agreed by Woshinsky’s (1995), According to him, Politics
for most individual citizens ranks low on the interest scale.
Based on table 5.1, the general mean score is 2.61 which entails a
quantitative interpretation that is Undecided, which clearly states that the
respondents of Kibatang cared less about the identity wise of the candidate,
this shows in their response to the factors that affect their voting preferences.
The findings are neither completely contrary nor completely agree with
the study of Oliver Woshinsky (1995) where he stated “The number of
influences on our attitude toward life could be large. It turns out that a handful
40
of factors have distinct effects on the way people understand politics. These
influences can be summarized in the keywords: culture, class, religion, race,
ethnicity, gender, region, and age.” The data gathered shows that only the
Ethnicity aspect of the Presidential Candidate’s Identity is deemed
imperative towards the factors that influence the preferences of the registered
voters of Kibatang Don Carlos, Bukidnon.
Table 5.2
Credentials Factors. Mean and Descriptive Rating and Ranking
Rating
I consider the public service experience of a 4.12 Agree 1st
political candidate.
I consider the ability of the candidate to 4.09 Agree 2nd
provide strong leadership when I vote.
The educational background of the candidate 3.88 Agree 3rd
matters.
The educational attainment of the candidate 3.73 Agree 4th
influenced my vote choice.
The marital status of candidates matters when 3.14 Undecided 5th
making my voting decisions.
Overall 3.16 Agree
LEGEND:
3.41-4.20 Agree
2.61-3.40 Undecided
1.81-2.60 Disagree
The data gathered in the analysis as shown in table 3 presents the

Candidate Credentials factors the respondents are based on their preferences.
Result reveals that the factors entail a Four (4) Agree descriptive rating and
One (1) Undecided written with also an Agree for its overall mean. To
elaborate further, the following indicators are as follows. “I consider the public
service experience of a political candidate.” (4.12) which garnered the 1st
place in the ranking, this shows that the public service of the political
candidate is a strong point for them to be preferred by the voters of barangay
41
Kibatang, 2nd “I consider the ability of the candidate to provide strong

leadership when I vote.” (4.09) or agree also has a large portion of the
populace that preferred candidates with strong abilities to provide sturdy
leadership and does not falter even with many challenges and problem faced
by their administration. and the 3rd also received an agree to grant “The
educational background of the candidate matters” (3.88), according to Harris
(2022), he said Education we’re a big concern for Democratic voters. Seems
that the respondents had pondered about what preferences they make as a
voter and as an adult. “The educational attainment of the candidate influenced
my vote choice.” or (3.73) which is also an agree is placed under the 4th rank.
Politicians should have a good level of education since education

provides numerous leadership qualities. Leaders who lack education are
unable to adapt to change, stifling the country’s progress. Education is
required for a leader, as well as for the country's bright future and prosperity.
It is now a person's basic need, but it should not be limited to a set level
(Gupta, 2013). and “The marital status of candidates matters when making my
voting decisions.” or (3.14) which is the sole question garnering an
undecided value. The overall mean is 3.16 which falls under the agree
category.
42
0
Table 5.3
Character Quality Factor. Mean and Descriptive Rating and Ranking.
Factors that influence the voting preference Mean Descriptive Rank
Quality
I vote for an intellectual and informative 4.29 Strongly 1st
leader. Agree
I consider myself an honest political 4.13 Agree 2nd
candidate.
A candidate who is hardworking, dutiful, and 3.96 Agree 3rd
self-disciplined influences my voting choice.
A candidate should be reliable and trustworthy. 3.89 Agree 4th
A candidate who is outgoing, sociable, and 3.71 Agree 5th
talkative influences my voting choice
overall 3.91 Agree
LEGEND:
3.41-4.20 Agree
2.61-3.40 Undecided
1.81-2.60 Disagree
The data acquired in the analysis, as shown in the table above,

displays the Respondents' answers to the Candidate Character Qualities
factor based on their preferences. The result shows that one (1) of the factors
entail a Strongly Agree interpretation, and Four (4) of the factors entail an
Agree interpretation. To further elaborate, the factors with the strongly agreed
interpretation are “I vote for an intellectual and informative leader.” (4.29), this
factor ranked 1st place among all other factors with a descriptive quality
strongly agree. This aspect was the most voted by the respondent as data
shows. This means that registered voters of Kibatang preferred candidates
that are smart, and use sound judgment in every situation. We need to know
about the personality of politicians because they want to behave one way or
another, depending on their motives, drives, needs, and desires Woshinsky’s
(1995). 2nd only to that is “I consider an honest political candidate.” Or (4.13)
with an agree to entail. The honesty of a candidate has always been a top
priority of the voters and always present whenever they are needed and
whenever they promised to be there are adored by voters (McGregor, 2017),
43
this fact is also considered by the respondents of Kibatang. 3rd place in

ranking “A candidate who is hardworking, dutiful, and self-disciplined
influences my voting choice.” Or (3.96) is also ruled agree. Candidates who
are seen as hardworking with accomplishment are usually the candidates that
voters always choose. In 4th place is voted agree “A candidate should be
reliable and trustworthy” or (3.89). Based to a respondent from barangay
Kibatang “I always prefer a candidate who doesn’t have issues of corruption,
you can always run to whenever you needed their assistance and is
accomplished projects for the people.” And the 5th and last “A candidate who
is outgoing, sociable, and talkative influences my voting choice” (3.71),
“Candidates who faced the voters are always preferred as the study entails.
An aggregate mean of 3.91 indicates that the respondent's presidential

candidate preferences favor the Candidate's Character Qualities factor,
according to the quantitative interpretation survey. The data further reveals
that there is one (1) aspect that displays favorable interpretation which means
that the respondents highly support the qualities of the candidate that has
Honest and intellectual and Informative leadership features. On the other
hand, there are also four (4) Agree with the aspect which entails in favor of an
interpretation of the Candidate’s Character Qualities, the respondents claim
that outgoing, sociable, and talkative influences, hardworking, dutiful,
and self-disciplined influences my voting preferences as well as reliable
and trustworthy aspects.
The findings that the respondents of barangay Kibatang ruled Agree

with the candidate character quality factor supported by the study of
Aichholzer and Willmann’s (2020) study “Desired personality traits in
politicians: Similar to me but more of a leader”, the finding of the research
showed “Citizens prefer leaders who are in contact with the public, who
appear in public and on social media, to hermits who rule (maybe successfully,
but) from their 'castle' in a silent, opaque, and secluded manner. As a result,
voters desire politicians who are extroverted, friendly, and talkative, which
corresponds to politicians with greater degrees of extraversion in terms of the
44
Big Five.”
Table 5.4
Election Campaign Factors, Mean and Descriptive Rating and Ranking
Rating
Candidates with health care policies 3.69 Agree 1st
influence my voting choice.
Candidates with educational policies 3.67 Agree 2nd
Candidates with urbanization policies 3.58 Agree 3rd
Candidates with energy and petroleum policies 3.35 Undecided 4th
influence my voting decisions.
The Party manifesto and campaign promises 3.18 Undecided 5th
Overall 3.50 Agree
LEGEND:
3.41-4.20 Agree
2.61-3.40 Undecided
1.81-2.60 Disagree
Table 5.4 above reveals the significance of the Presidential

Candidates’ Election Campaign to the factors that influence the voting
preferences of the registered voters of Kibatang. Based on the figures the
respondents voted Agree to all of the aspects presented. To further discuss
this, the result shows that three (3) aspects entail an Agree interpretation and
Two (2) undecided interpretations. To further elaborate on this 1st place on the
ranking. “Candidates with health care policies influence my voting choice.” Or
(3.69) is given a descriptive quality agree. This shows that the respondents of
barangay Kibatang are interested in choosing a candidate who is aware of the
health care service issues in the vicinity. 2nd place “The Party manifesto and
campaign promises influence my voting choice.” Or (3.18) is also given agree.
In every election campaign held to acquire voters, their party campaign
promises should always be something to consider as when the candidate
45
wins, the voter has an idea of what their preferred candidate should be
accounted for. 3rd place “Candidates with educational policies influence my
voting choice.” or (3.68) is the last aspect with a descriptive quality agree.
Education has always been a top priority of the registered voters of Kibatang,
and candidates who offered it had surely had their attention. “Candidates with
urbanization policies influence my voting choice.” Or (3.58) is ranked 4th and
is entailed with undecided, the only urbanization policy residents of Kibatang
wanted is a farm to the market road at best, as big manufacturing factories
might disrupt the farming land in Kibatang. and the last rank, 5th “Candidates
with energy and petroleum policies influence my voting decisions.” (3.35) with
the lowest score was also voted undecided, in a farming community,
respondents of barangay Kibatang, therefore, prioritize policies who are in
aligning with their livelihood
An aggregate mean of 3.50 indicates that the respondent's presidential
candidate preferences favor the Candidate’s Election Campaign Factor,
based on the Open Election Data Initiative (2022) Democratic elections
necessitate an informed as well as a free vote, as well as a fair chance for
candidates to gather support and excite supporters to assist them in gaining
office. Election campaigns are critical to attaining those objectives. Truly
competitive elections provide equal opportunities for candidates to
communicate their viewpoints to residents and compete for votes. Election
campaigns allow candidates and political parties to deliver their message to
residents, assisting voters in making educated and informed decisions on
election day.
46
Causal Variables that Influence the Voting Preferences of Registered

Voters in Kibatang
The tables herein present the factors that affect the voting preference
of the registered voters of Kibatang, Don Carlos, Bukidnon. It shows the mean,
Descriptive quality, and rank distribution of the respondents with their
corresponding answers in causal variables namely; Family, Religion, Peers
Mainstream media Radio, Television, newspapers, and social media. The
mean is the ratio of the respondents who answered with the descriptive
quality which in return is ranked from the highest to the lowest to identify
which factor affects the voting preferences of Kibatang more.
Q2. What causal variables influenced the voting preferences of the registered
voters in Barangay in Kibatang, Don Carlos, Bukidnon for the 2022
Presidential election. In terms of; A. Family B. Religion C. Peers D. Media
Table 6.1
Presentation of Causal variable / Family Factor, Mean and Descriptive Rating,
and Ranking
Rating
Family influences my voting behavior the 3.70 Agree 1st
most.
My family’s values and perspectives are 3.67 Agree 2nd
important to me.
Eligible family members must always 3.38 Undecided 3rd
practice suffrage in any election.
Family discussions on political matters are 3.35 Undecided 4th
necessary.
Young members of the family must follow their 2.93 Undecided 5th
adults on their political orientation.
Overall 3.41 Agree
LEGEND:
3.41-4.20 Agree
2.61-3.40 Undecided
1.81-2.60 Disagree
47
Table 6.1 shows that the above reveals the significance of the Family
Factor for the Causal variables that will influence the voting preferences of the
registered voters of Kibatang. Based on the figures, the respondents voted
Agree to two (2) aspects and one (3) undecided aspect presented. To further
discuss this, the 1st rank is “My family’s values and perspectives are important
to me.” Or (3. 7) . this aspect was voted the most as it is most likely a variety
of factors influence political engagement. Education, gender, age, and family
are a few examples. The family element has been a significant factor in the
individual's life since birth (Turan & Tıraş, 2017). and together with the 2nd
rank “Family influences my voting behavior the most.” or (3.70) are Agreed
aspects for voting preferences, this data shows that what family members
inculcate starting from a very young age of a child, such as this, for example,
will stay inculcated and will influence the mind of the family member (Turan &
Tıraş, 2017) this result is also supported by Roberts, Ulla, & Rideout (2005)
study survey Parents, Children, and Media: A Kaiser Family Foundation
Survey.
The 3rd place is “Eligible family members must always practice suffrage
in any election.” Or (3.38). Suffrage is a right given by a democratic state to its
populaces (Vernooy, 2009). Whoever, there are instances when family
members are away and cannot exercise their rights. The 4th place is “Family
discussions on political matters are necessary.” or 3.35, Discussions with
family members regarding politics is necessary however, the convincing
family member who to vote and prefer is another matter completely. as well
as the 5th and last “Young members of the family must follow their adults on
their political orientation.” Or (2.9) is the Undecided aspect. Residents of
barangay Kibatang are undecided as the family may be a large factor in
voting preferences but family members should not dictate who their younger
generation should vote for.
The overall mean is 3.41 with an aggregate agree. A study conducted

in 2017 that family is a large factor for influence the next generation’s political
view. However, if the family may not openly communicate the child's political
48
attitudes, values, conventions, and beliefs. What youngsters learn from their
families, on the other hand, may have political implications (Turan & Tıraş,
2017).
Table 6.2
Presentation of Causal variable/ Religion Factor Mean and Descriptive Rating
and Ranking.
Rating
I consider religious sermons as a guide in my 2.60 Disagree 1st
daily decisions.
The beliefs, morals, and practices of my 2.40 Disagree 2nd
religion are crucial determinants of my
political decisions.
My Religion influence how I think, how I act, 2.37 Disagree 3rd
and how I choose political candidates
Religion influences my voting behavior the most. 2.28 Disagree 4th
I must vote according to the values of my 2.09 Disagree 5th
religion.
Overall 2.35 Disagree
LEGEND:
3.41-4.20 Agree
2.61-3.40 Undecided
1.81-2.60 Disagree
Table 16 displays that the above reveals the implication of the Religion
registered voters of Kibatang. Based on the figures, all five (5) aspects
presented, the respondents voted Disagree on the Religion aspect. To
further discuss this, “I consider religious sermons as a guide in my daily
decisions” or (2.60) is ranked 1st rank among all others. Regardless of religion,
respondents of barangay Kibatang listens to religious sermons and embody
most of them however, this does not mean that the respondents depend on
their voting preferences entirely on the sermons. 2nd place was “The beliefs,
morals, and practices of my religion are crucial determinants of my political
49
decisions” (2.40). Beliefs, morals, and practices of religion are separate what
the respondent’s voting preferences.
3rd place was “My Religion influence how I think, how I act, and how I
choose political candidates” or (2.37), Registered voters of Kibatang, who are
influenced to vote by a number of things but they are not dictated, second to
last 4th place is “Religion influences my voting behavior the most” (2.28) this
means that religion is not the only influence a voter has for their voting
preference and the 5th and last rank is “I must vote according to the values of
my religion.” (2.09) are all voted disagree, in barangay Kibatang, the church
does not force its member to follow who to vote but follow their belief.
The overall result also appears to disagree that religion can dictate the
respondent’s voting preferences and this is unusual as religion post as one of
3 determinants of politics next to class and gender, however, Rui (2010)
suggests that with variable degrees of involvement in a process akin to what
happens when individuals connect to religion, displayed in ways as diverse as
shifting from non-religious to intensely religious. Many may believe that
religion is a big factor but not everyone may believe so.
Table 6.3
Presentation of Causal variable/ Peer Factor. Mean and Descriptive Quality
and Rank.
Rating
The opinions of my friends about the political 2.36 Disagree 1st
candidates influence my voting choice.
The political discussions with my peers about 2.33 Disagree 2nd
the candidates for elections help me to decide
whom to vote for.
Spending time with my friends and colleagues 2.29 Disagree 3rd
influences my voting behavior
My relations with my peers influence my voting 2.28 Disagree 4th
choice.
I vote for the candidate preferred by my friends 1.78 Disagree 5th
LEGEND:
4.21-4.50 Strongly Agree 50
3.41-4.20 Agree
2.61-3.40 Undecided
1.81-2.60 Disagree
Table 6.3 exhibits that the above reveals the implication of the Peers
registered voters of Kibatang. Based on the figures, the respondents voted to
disagree on the Peer’s aspect. To further discuss this, the Five (5) Disagree
aspects are ranked,
the higher mean or “the opinions of my friends about the political

candidates influence my voting choice” is 1st place among others, in the
respondents, do not believe that their voting preferences should be dictated or
be influenced by their peers. 2nd place “The political discussions with my
peers about the candidates for elections help me to decide whom to vote for”
or (2.33), Political discussion with friends is essential however the registered
voters of Kibatang refused to be influenced by them. 3rd place on the data
survey for peers is “Spending time with my friends and colleagues influences
my voting behavior” or (2.29), “Why would spending my time with my
colleagues influence my voting behavior? I think it does not affect anything,
one of the respondents replied to the researcher. and 4th place is “My
relations with my peers influence my voting choice” or (2.28) this aspect
shows that respondents of Barangay Kibatang do not let their peers fully
influence them for their voting preferences, 5th and last place is “I vote for the
candidate preferred by my friends” or (1.78), the lowest mean shows that the
respondents of barangay Kibatang are fully aware of their voting preferences
and does not rely on other people’s opinion only in regards to Elections.
Campos and Hargreaves et al. (2016) study determines the same,

there is no evidence that individual political identity is influenced by peer
political identification. However, we discover that peer engagement affects
political identification: a more politically involved peer-group pushes individual
political affiliation to shift from the extremes to the center, The data above
demonstrate that while everyone may believe that peer group does not truly
influence voting participation, other aspects also belong to the peer group that
may contribute, as the overall mean of the data is 2.67, and is ruled as an 51
undecided notion
Table 6.4
Presentation of Causal variable/ Radio Main Stream Media factor. Mean and
Descriptive Rating and Ranking.
Rating
Radio discourse of certain radio stations 2.53 Disagree 1st
helps me to evaluate presidential candidates.
I might be influenced to vote for a particular 2.40 Disagree 2nd
politician based on the content I heard about
him on radio
The radio provides up to date content that 2.35 Disagree 3rd
influences my voting choice
Listening to radio programs about the running 2.20 Disagree 4th
candidates in presidential elections influence my
decision to vote
Radio advertisements of the Presidential 2.12 Disagree 5th
candidates influence my voting choice
LEGEND:
3.41-4.20 Agree
2.61-3.40 Undecided
1.81-2.60 Disagree
Table 6.4 reveals that the above exposes the implication of the
Mainstream Media- Radio Factor for the Causal variables that will influence
the voting preferences of the registered voters of Kibatang. Based on the
figures, the respondents voted Undecided on the overall aggregate of
mainstream media; Radio but all other aspects point to disagree. The
findings of Intyaswati and Maryani et al. (2021) revealed that social media
platforms that engage with television, radio, and newspapers had a huge
impact on voting decisions, but that may not be the case in barangay
Kibatang.
To further discuss this, the 1st place in rank is “Radio discourse of

52
certain radio stations helps me to evaluate presidential candidates” or (2.53)

is voted disagree by the respondents, listening to radio and relay on this
media as a device for communication is unlikely for the respondents of
barangay Kibatang. “I might be influenced to vote for a particular politician
based on the content I heard about him on the radio” or (2.40) is ranked 2nd,
“The radio provides up to date content that influences my voting choice” or
(2.35) is the 3rd place, “Listening to radio programs about the running
candidates in presidential elections influence my decision to vote” or (2.20) is
the 4th disagree entail. “Radio advertisements of the Presidential candidates
influence my voting choice” (2.12) is the 5th place and the overall rating is 2.82
or undecided, the most focused aspect of the local radio listened to by the
respondents of Kibatang is news containing the local candidates and not
presidential ones.
The influence on voting preference through Mainstream radio will
remain with an overall aggregate of 2.82 undecided, data shows that all the
aspects might be ruled with disagree, as many aspects do not coincide with
the needs and notions of the registered voters of barangay Kibatang. In times
of cost-efficient mass campaigns, impersonal canvassing appears to be
sufficient in terms of persuading ambivalent voters, but less effective to reach
voters with fairly clear party attachments (Johann, & Königslöw, et al.
Table 6.5
Presentation of Causal variable/ Television Main Stream Media Factor. Mean
and Descriptive Rating and Ranking.
Rating
I often watch presidential television 1st
interviews because I know I can gather any
information about the candidates there 3.52 Agree
Television advertisement of the Presidential 2nd
candidates influences my voting choice.
3.13 Undecided
Television provides ample knowledge about 3rd
the candidates through paid advertisements
than other platforms do. 3.02 Undecided
I am most influenced by my Presidential voting 4th
preference on the television than on other
platforms 2.85 Undecided
I often watch presidential television Debates to 5th
let myself evaluate which president can
convince me more to vote for them. 2.58 Disagree
LEGEND:
3.41-4.20 Agree
2.61-3.40 Undecided
1.81-2.60 Disagree
Table 6.5 data reveals that the above discloses the implication of the
Mainstream Media- Television Factor for the Causal variables that will
influence the voting preferences of the registered voters of Kibatang. Based
on the figures, the respondents voted undecided on the Television-based
aspect. One (1) agree aspect is voted, three (3) aspects were voted
undecided and one (1) disagree aspect is presented. To further discuss this,
an evaluation of ranks should commence. 1st rank is the only agree aspect is
“I often watch presidential television interviews because I know I can gather
any information about the candidates there or (3.52) A survey of Indonesian
television viewers, particularly those who watch Metro T.V. as well as
television One study found that information on the 2014 presidential election
was primarily accessed through these channels. (Sulistiyo and Suwartiningsih,
2016; Intyaswati and Maryani et al., 2021).
53
2nd rank is with a descriptive quality undecided “Television

advertisement of the Presidential candidates influences my voting choice “or
(3.13). 3rd place as well is listed as undecided “Television provides ample
knowledge about the candidates through paid advertisements than other
platforms” or (3.02), In this day and age few households in the farthest parts
of Kibatang still doesn’t have the luxury of having cable Tv, and only rely on a
single network, and thus does not make the television as an ample knowledge
resource. 4th rank on the list and last undecided aspect “ I am most
influenced by my Presidential voting preference on the television than on
other platforms (2.85) 5th and last “I often watch presidential television
Debates to let myself evaluate which president can convince me more to vote
for them” (2.58) is granted a disagree ruling, most of the debates in this
year’s election were held in social media and not in television only, and thus
does not make the candidate relay solely on the information given by the
television.
Overall, the data showed an undecided with a mean of 3.22. Media

reporting seems to matter as well. However, media effects appear to be less
uniform and depend on the individual’s usage of news outlets (quality versus
tabloid media) and level of party ambivalence (Johann, & Königslöw, et al.)
54
Table 6.6
Presentation of Causal variable/ Newspaper Main Stream Media Factor.
Mean and Descriptive Rating and Ranking.
Rating
The newspaper helps me to find out about 1st
political news than other platforms do
3.13 Undecided
I enjoy reading newspaper content about the 3rd
presidential candidates because it helps me
to decide whom to vote 3.01 Undecided
Reading newspapers daily influenced my 2nd
decision to vote Undecided
3.02
The information I read in newspapers is more 4th
reliable than the information I get from radio and
television 2.78 Undecided
I might be influenced to vote for a particular 5th
politician based on the content I read about him
in newspaper 2.75 Undecided
Overall
2.94 Undecided
LEGEND:
3.41-4.20 Agree
2.61-3.40 Undecided
1.81-2.60 Disagree
Table 6.6 reveals that the above exposes the implication of the
Mainstream Media- Newspaper Factor for the Causal variables that will
influence the voting preferences of the registered voters of Kibatang. Based
on the figures, the respondents voted Undecided on the Newspaper based
aspect. All five (5) aspects are Undecided written with also an Undecided for
its overall mean. To further discuss this, the 1st rank “The newspaper helps
me to find out about political news than other platforms do” or (3.13), there is
a limitation in the accessibility of newspapers in barangay Kibatang which
makes the voting preferences not influenced by this mainstream media. 2nd to
the ranking” Reading newspapers daily influenced my decision to vote” or
(3.02), 3rd to the list “I enjoy reading newspaper content about the presidential
candidates because it helps me to decide whom to vote” or (3.01), 4th rank
“The information I read in newspapers is more reliable than the information I
get from radio and television” or (2.78) last and 5th place “I might be
55
influenced to vote for a particular politician based on the content I read about
him on newspaper” (2.75), seldom are newspapers found in barangay
Kibatang that are up to date containing candidate information sections. The
overall aggregate is 2.94 and is ruled undecided.
Previous studies conclude that newspapers have a significant positive
impact on political engagement (Gentzkow, Shapiro & Sinkinson 2011)
however as newspapers are not usually found in the vicinity of Kibatang, this
is not the case. The study is to assess the interacting effect of traditional
(newspaper, radio, and television) and social media on voting decisions
(Intyaswati and Maryani et al. (2021) and their team found out that newspaper
media is slowly disappearing from the streets especially in provinces, with this
being said, the access to the newspaper has reduced significantly according
to Gentzkow, Shapiro & Sinkinson (2011)
56
Table 6.7
Presentation of Causal variable/ social media Factor. Mean and Descriptive
Rating and Ranking.
Rating
Social media provides a platform to get connected 1st
to the political party which I favor. 2.79 Undecided
I might be influenced to vote for a particular 2nd
politician based on content I read about him on
Twitter or Facebook and watched on the television 2.73 Undecided
YouTube videos are an important source of 3rd
information to me and affect my decision to vote 2.71 Undecided
I actively engage in political discussion by expressing 4th
my opinion on Facebook and Twitter
2.56 Disagree
Online banner ads and other forms of advertising 5th
influence my voting preference 2.55 Disagree
I follow political candidates on Twitter and Facebook. 6th
2.52 Disagree
Online polls influence my decision to vote 7th
2.49 Disagree
The conversation in online and television forums 8th
influences my decision to vote
2.29 Disagree
Overall Undecided
2.66
LEGEND:
3.41-4.20 Agree
2.61-3.40 Undecided
1.81-2.60 Disagree
The data gathered in the analysis as shown in table 6.7 presents the
social media Factor for the Causal variables that influenced the voting
preferences of the registered voters of Kibatang. Result reveals that all the
factors entail a three (3) undecided and Five (5) aspect are voted disagree.
The overall is also Undecided for its 2.66 overall means.
To elaborate further, the following indicators are as follows. 1st rank is

“Social media provides a platform to get connected to the political party which
I favor.” Or (2.79) which aggregate is undecided, not everyone in Barangay
Kibatang has the luxury of having wifi’s on their homes and in return has
limited access to social media 2nd rank “I might be influenced to vote for a
57
particular politician based on content I read about him on Twitter or Facebook

and watched on the television” or (2.73) is the other aspect with an
undecided descriptive quality and 3rd place is “YouTube videos are an
important source of information to me and affect my decision to vote” or (2.71)
is the last aspect with an undecided ruling.
4th place is ruled with Disagree “I actively engage in political
discussion by expressing my opinion on Facebook and Twitter” or (2.56),
ultimately as the election progresses, there are candidates the voters
supports that a lot of other voters opposed by this point, although many of
registered voters believed on this certain candidate they are not as vocal as
the other supporters as they felt ousted in social media, a respondent voter
commented to the researcher. , 5th place “Online banner ads and other forms
of advertising influence my voting preference” or (2.55) are also scored with
disagree, this is true for the most part as online banners are often seen as a
nuisance by the voters. 6th place is also awarded disagree” I follow political
candidates on Twitter and Facebook” or (2.52), the 7th place is “Online polls
influence my decision to vote” or (2.49). the 8th and last place “The
conversation in online and television forums influences my decision to vote” or
(2.29) with the aggregation of disagree is the last aspect of the causal
variables.
According to Intyaswati and Maryani et al. (2021), the use of social
media is at its highest peak in this generation, where you can access
everything everywhere. However, in the data provided above, there are a lot
of the older generation as a respondent of the study, granted that their usage
of internet and access to social media is what the findings show (Gentzkow,
Shapiro & Sinkinson, 2011)
58
Table 7.
Correlation matrix between causal variables and candidate-centered factors
that influences the voting preferences of the registered voters of Barangay
Kibatang, Don Carlos, Bukidnon.
Candidates Candidate
Identity/Personality Candidate Character Election
VARIABLES Credentials Qualities Campaign
Family .037 .056 .149 .305
Religion .257* .023 .174* .390*
Peers .196 -.001 .082 .315*
Radio .176* .028 .109 .080
Television .036 .412* .133 .211
News Paper .414* .216* .169 .345*
Social
Media .033 .265* .136 .316*
*Signified at 0.05 level (two-tailed)
Table 7.1
Correlation matrix between causal variables family and candidate-centered
factors. Value and Significance
Causal variable FAMILY Value Significance
Election campaign .305* Significant

Candidates Character Qualities .149* Significant
Candidates credential .056 Not significant
Candidates Identity/Personality .037 Not significant
Table 7.1 presents the correlation matrix between the causal and the
factors that influence the voting preferences of the registered voters of
Barangay Kibatang, Don Carlos Bukidnon. As shown in the table above, there
is a low correlation between the Family factor and the Election Campaign
factor (r= .305, p<0.05) and between family Factors and the Candidate’s
Character Qualities (r=. 149, p<0.05). This means that the Family’s perception
plays a constructive and significant role in the Election Campaign and the
Family’s awareness plays a significant role in the Candidate’s Character
Qualities as well.
The family has always been the foundation of an individual's beliefs,
and especially in politics, research shows (Turan & Traş, 2017) that the most
59
influential one has tended to come from their family. Candidate character
qualities such as approachability and talkativeness encourage respondents
in Barangay Kibatang, Don Carlos, and Bukidnon to reach out to the
candidate by participating in their election campaigns and rallies.
Respondents of barangay Kibatang, like candidates that exert efforts in going
to the barangay during campaign periods.
Table 7.2
Correlation matrix between causal variables Religion and candidate-centered
Causal variable RELIGION Value Significance

Candidates’ Identity/Personality .257 Significant
Candidates Character Qualities .174 Not Significant
Barangay Kibatang, Don Carlos Bukidnon. Amongst the data above, the
respondent’s morals and religious beliefs correlate with the Election campaign
of candidates (r= .390*, p<0.05) and candidate Identity (r=.257*, p<0.05).
This means that religious values have a significant impact on how
Election campaigns are done, as well as how religion shapes people's and
Candidates’ Identity/Personality. The findings of this study show that
religion has little influence on the voting preferences of respondents in
Barangay Kibatang, Don Carlos, Bukidnon, but that religion's influence can be
seen in the values and decorum of election campaigns, as well as how
religion shapes people's and candidates' identities, as shown in the
correlation between the independent variable Voting preferences and our
causal variable and the dependent variable.
60
Table 7.3
Correlation matrix between causal variables Peers and candidate-centered
Causal variable PEERS Value Significance

Candidates Identity/Personality .196 Not significant
Candidates credential -001 Not significant
Barangay Kibatang, Don Carlos Bukidnon. The above table shows that the
respondent’s Peer factor correlates with the Election Campaign of Candidates
(r= .315*, p<0.05). This means that the peer factor has a significant impact on
candidate election campaigns.
In the election campaign, the respondents of Kibatang, Don Carlos,
Bukidnon are influenced by their peers and friends since they can discuss
their political choices and values. Barangay Kibatang preferred election
campaigns in which they could identify more with the candidates and were
confronted by them.
Table 7.4
Correlation matrix between causal variables Radio and candidate-centered
Causal variable Radio Value Significance
Candidates’ Identity/Personality .176* Significant

Election campaign .080 Not Significant
61
respondent’s Mainstream media Radio factor correlates with the Candidates

Identity/Personality (r= .176*, p<0.05).
This means that the Candidates Identity/Personality as presented to
the respondents is heavily influenced by the mainstream media radio factor.
The respondents of Barangay Kibatang listen to local radio stations that
frequently discuss potential local candidates, their personalities, their
relationships with famous people, and even their ethnicity and appearance,
which is why the registered voters of Barangay Kibatang are informed of the
identities of their potential preferred candidates.
Table 7.5
Correlation matrix between causal variables Television and candidate-
centered factors Value and Significance
Causal variable Television Value Significance
Candidates credential .412* Significant
Election campaign .211 Not Significant
Candidates Identity/Personality .036 Not Significant
respondent’s Mainstream media television factor correlates with the
Candidates credentials (r= .412*, p<0.05).
This means that the mainstream media television factor has a

significant impact on the candidate's credentials, as evidenced by
nationwide television coverage. Candidates use television to spread their
political views and platforms. Residents of Barangay Kibatang learn about
candidates' credentials by watching debates and interviews, which influences
their voting preferences.
62
Table 7.6
Correlation matrix between causal variables Newspaper and candidate-
Causal variable Newspaper Value Significance
Candidates Identity/Personality .414* Significant

Election campaign Significant
.345*
Candidates credential Not Significant
.216
respondent’s Mainstream media television factor correlates with the
Candidate’s Identity/Personality (r= .414*, p<0.05) as well as the Election
campaign of the candidate (r= .345*, p<0.05).
This means that the candidate's identity, which is printed and

distributed nationwide, as well as their election campaign and propaganda,
are influenced by the mainstream media newspaper factor. Given the limited
newspaper production in local areas such as Barangay Kibatang, national
newspapers are not the usual brainer source of information. However, local
newspapers still appear from time to time though very seldomly, containing
news of candidates' identities and personalities, as well as published sections
of local candidates' accomplishments, and thus serve as election campaign
materials for the older generation of Barangay Kibatang registered voters.
63
Table 7.7
Correlation matrix between causal variables social media and candidate-
Causal variable social media Value Significance
Candidates credential .265* Significant
Candidates Identity/Personality .033 Not Significant
Barangay Kibatang, Don Carlos Bukidnon. As shown in the table above, there
is a low correlation between the Family factor and the Candidate credential
(r= .265*, p<0.05) and between family Factors and the Candidate’s Character
Qualities (r= .316*, p<0.05).
This means that social media in the mainstream media is linked to
Candidate credentials and Candidate’s Character Qualities. During the
pandemic, most residents of Barangay Kibatang purchased WIFI for their
students, and some purchased it for global access even if they were at home;
as a result, social media accessibility has never been easier. As the election
nears, more candidates are posting political propaganda and campaigns on
social media, which the younger generation of voters in Barangay Kibatang,
Don Carlos, Bukidnon can fully access. Candidate credentials and character
qualities can be found anywhere and are accessible to anyone, social media
correlates with these factors.
CHAPTER V
SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS
Summary
This study was conducted to provide information in regards to the

factors that affect the voting preferences of the Registered Voters for the 2022
Presidential Election in Barangay Kibatang, Don Carlos, Bukidnon.
The objective of the study is to seek to answer the following

questions:1. Identify the factors that influenced the voting preferences of the
registered voters in Barangay in Kibatang, Don Carlos, Bukidnon in the 2022
Presidential Election? A. Candidate’s Identity B. Candidate's Credentials C.
Candidate’s Character Qualities D. Election Campaigns. Identify the causal
variables that influenced the voting preferences of the registered voters in
Barangay in Kibatang, Don Carlos, Bukidnon for the 2022 Presidential
election. In terms of; A.’s Family B. Religion C. Peers D. Media- Radio,
Television, Newspaper, and social media.
There were 1, 613 Registered voters of Kibatang Don Carlos Bukidnon.

The respondents of the study were determined through simple random
sampling and using the Sloven formula, a corresponding number of Ninety-
five (95) respondents were identified. The data were gathered through an
interview survey. The survey was composed of the following parts: The
factors that influenced the voting preferences, A. Candidate’s Identity B.
Candidate's Credentials C. Candidate’s Character Qualities D. Election
Campaigns and Causal variables that influenced the voting preferences, A.’s
Family B. Religion C. Peers D. Media- Radio, Television, Newspaper, and
social media.
The researcher used slovin’s formula to identify the number of

respondents. The researcher identifies and selected 95 registered voter
respondents, with the use of the cluster random sampling method to make a
certain proportion per purok for the respondents of the study. To determine
65
the differences in voting preferences, the researcher separated the

respondents' gender, age, civil status, religious affiliation, occupation,
ethnicity, and educational attainment.
Findings of the study
Factors That Influence the Voting Preferences

According to the data, the factor Candidate's Character Qualities has
the highest mean of all the Candidate-oriented factors proposed by the
researcher, and this aspect influences Barangay Kibatang's voting
preferences more than the others. This demonstrates that registered voters in
Barangay Kibatang preferred Candidate Character Qualities such as honesty
and outgoingness in a political candidate. The candidate should also portray
himself or herself as sociable, talkative, hardworking, dutiful, and self-
disciplined. To be preferred by the respondents, the candidate must be
dependable and trustworthy, as well as an intellectual and informative leader.
The candidate identity factor has the lowest mean, as the voters of
Barangay Kibatang are not influenced solely by the candidate's ethnicity,
religion, or physical appearance. As a result, the identity of the candidate has
no bearing on the voting preferences of registered voters in barangay
Kibatang.
Causal Variables That Influenced the Voting Preferences
The overall result of the Causal variable factor data revealed that
the family factor has the greatest influence on the voting preferences of
registered voters in Barangay Kibatang, Don Carlos, Bukidnon. According to
statistics, voters prioritize family values and perspectives the most. Family
discussions about politics are also deemed necessary, as this has influenced
the perceptions of registered voters. In places like Barangay Kibatang, the
results show that young family members tend to follow their parents' political
views. The voting preferences in barangay Kibatang are mostly based on
family; there are candidates who have had the support of a particular family
for generations. Family members also encourage their children and
66
grandchildren to vote in every election. As a result, the researcher came to

the conclusion that family has the greatest influence on voting preferences in
Barangay Kibatang.
In the Causal variable, the Religion factor received the lowest mean
vote. The data shows that the registered voters of Barangay Kibatang are not
exclusively influenced by their church's doctrine or the candidate preferred by
their religious leader; rather, the voters of Barangay Kibatang are given the
freedom to vote for whomever they want.
The correlation matrix
Results of the Correlation matrix between causal variables and

candidate-centered factors that influence the voting preferences of the
registered voters of Barangay Kibatang, Don Carlos, Bukidnon. The
perception plays a constructive and significant role in the causal variable
factors; the Family factor, the influence of religion and values, the peer factor,
the mainstream media radio, the mainstream media television factor, the
mainstream media newspaper factor, and the social media factor that are
calculated to determine the significance together with the candidate's identity,
Candidate Credentials, candidate character qualities and Election Campaign.
Election campaigns are the most important of all the factors, and data shows
that this factor influences voters' preferences more than any other. Election
campaigns include miting de avance, election rallies, posters with candidates'
faces, and their propaganda and promises. Following the covid19, a few
things changed in barangay Kibatang. Instead of holding large rallies per
barangay, the candidates used vehicles with large speakers and catchy
modified music to publicize themselves. Since the campaign began, a
candidate's portable vehicle has bombarded the community with catchy
trending songs to promote their candidates, and once a week, the candidate
rides the vehicle for a caravan and begins to campaign house to house.
These tactics appear to be the most effective, as the researcher observed that
those who used this method actually won a seat in the office they are running
for.
67
Conclusions
Based on the data gathered, the following conclusions are drawn: presented
and explain:
1. This study shows that registered voters in Barangay Kibatang

valued Candidate Character Qualities like sincerity and
outgoingness in a political candidate. The candidate should also
come across as sociable, talkative, hardworking, responsible, and
self-disciplined. The candidate must be dependable and trustworthy,
as well as an intelligent and insightful leader, to be preferred by the
respondents. The voters of Barangay Kibatang are not influenced
solely by the candidate's ethnicity, religion, or physical appearance,
the candidate’s identity factor has the lowest mean. As a result, the
candidate's identity has no bearing on registered voters in barangay
Kibatang's voting preferences.
2. The study found that the family factor has the strongest influence on
the voting preferences of registered voters in Barangay Kibatang,
Don Carlos, Bukidnon, according to the overall result of the Causal
variable factor data. The results show that young family members in
places like Barangay Kibatang tend to follow their parents' political
views. According to statistics, voters place the greatest emphasis
on family values and perspectives. Political discussions in the family
are also deemed necessary, as this has influenced registered
voters' perceptions. As a result, the researcher came to the
conclusion that in Barangay Kibatang, the family has the greatest
influence on voting preferences. The study also reviewed that the
Religion factor received the lowest mean vote in the Causal variable.
The data shows that registered voters in Barangay Kibatang are not
solely influenced by their church's doctrine or the religious leader's
68
preferred candidate; rather, voters in Barangay Kibatang are can

vote for whoever they plan to.
3. On the correlation matrix between causal variables and candidate-
centered factors that influence the voting preferences of the
registered voters of Barangay Kibatang, Don Carlos, Bukidnon.
Data showed that candidate-oriented factors correlate strongly with
the Election Campaign of candidates. This factor serves as an
effective influence ground for registered voters of Kibatang. A
registered voter commented that what they preferred the most
about a candidate is a good campaign strategy, the candidate who
visits the barangay is most likely to win than those who did not.
Having the candidate explain their platform is a better option than
only posters with faces as the data showed. The result of the
election relays heavily on the interaction of a candidate in their
election campaign more than any other aspect.
69
Recommendations
From the findings, and conclusions that have been gathered, the
following recommendations were made.
1. The researcher recommends that socio-demographic factors such as

Age, Gender, Educational attainment, ethnicity, and annual family
income that were not included in the research SOP should also be
considered as variables because they may serve as an instrument that
leads to a more valid result of research.
2. The researcher suggests including candidate interview factors in the
research to take into account the candidate's behavior that makes them
a voter's preference.
3. As a result of the fact that the Candidate's Character Qualities factor
had the highest mean, this study suggests that when selecting a
candidate, the candidate’s platforms and accomplishments should be
considered.
4. The researcher suggests that students and first-time voters use this
study as a background and reference for determining which factors
affect them the most and what causes the influence in their voting
preferences
5. The future political science students may also consider conducting
more surveys regarding the voting preferences and voting behavior in
order to monitor the changes in voting preferences of registered voter
individuals.
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APPENDICES
77
SURVEY QUESTIONNAIRE

BUKIDNON
Note: The sole aim of this survey is to assess the Voting Preferences of The
Registered Voters for the 2022 Presidential Election in Barangay Kibatang,
Don Carlos, Bukidnon. Please answer the following questions honestly. Rest
assured that the result of this survey questionnaire will be kept confidential
and will be used exclusively for the sole purpose of the researcher.
Direction: Kindly provide the needed information by filling the blanks and
putting a check mark (/) in the space provided.
Questionnaire #:_______
SOCIO-DEMOGRAPHIC PROFILE
Name: _______________________ (optional) Gender: [ ]Male [ ]Female
Age: [ ]18-24 years old [ ] 25-34 years old [ ] 35-54 years old [ ] 55 and
over Civil Status: [ ] Single [ ] Married [ ] Widow/widower
Religious affiliation: [ ] Roman Catholic [ ] Seventh Day Adventist [ ] Baptist
[ ] Iglesia ni Kristo [ ] Pentecostal Others please specify: _______
Work status: [ ] Student [ ]Employed [ ]Unemployed [ ] Retired [ ] Self-
employed Others please specify: _________
Ethnicity: [ ] Cebuano [ ] Talaandig [ ] Higa-onon [ ] Bukidnon [ ]
Umayamnon [ ] Matigsalug [ ] Manobo [ ] Tigwahanon.
Educational Attainment: [ ] College graduate [ ] College level [ ] High school
graduate [ ] High school level [ ] Elementary graduate [ ] Elementary level
Others, please specify_________________

78
Factors that will influence the Voting preferences SA A U DA SDA

A. CANDIDATE’S IDENTITY/PERSONALITY
1 Ethnicity of the candidate matters when I vote.
( Ang etnisidad sa kandidato importante kon
mobotar ko.)
2 The appearance of the candidates influenced my
vote choice.
(Ang dagway sa mga kandidato nakaimpluwensya
sa akong pagpili sa boto)
3 The religion of the candidate influenced my vote
choice.
(Ang relihiyon sa kandidato nakaimpluwensya sa
akong pagpili sa boto)
4 My relations with the candidate or party influence
my vote choice.
(Ang akong personal nga relasyon sa kandidato o
partido makaimpluwensya sa akong pagpili sa
boto)
5 A political candidate should be popular.
(Ang usa ka kandidato sa politika kinahanglan nga
popular)
B. CANDIDATE’S CREDENTIALS
6 I consider the public service experience of a
political candidate.
(Akong gikonsiderar ang kasinatian sa serbisyo
publiko sa usa ka kandidato sa politika)
7 The educational background of the candidate
matters.
(Importante and edukasyonal nga backgroud sa
kandidato)
8 I consider the ability of the candidate to provide
strong leadership when I vote.
(Akong gikonsiderar ang abilidad sa kandidato sa
paghatag og lig-on nga liderato kon ako mobotar)
9 The educational attainment of the candidate
influenced my vote choice.
(Ang edukasyonal nga pagkab-ot sa kandidato
nakaimpluwensya sa akong pagpili sa boto)
10 The marital status of candidates matters when
making my voting decisions.
(Ang kahimtang sa kaminyoon sa mga kandidato
hinungdanon sa paghimo sa akong mga desisyon
sa pagboto)
C. CANDIDATE’S CHARACTER QUALITIES (Mga Kinaiya sa Kandidato)

80
79
S A U DA SDA
Causal Variables that influence the voting ASA A U DA SDA
preferences
11 A.I consider
FAMILY an honest political candidate.
(Giisip nako ang usa ka matinud-anon nga
1 kandidato
My family’s
sa values
politika)and perspectives are important
12 to me.
A candidate who is outgoing, sociable, and
talkative influences my voting choice.
(Ang usa ka kandidato nga outgoing, sociable ug
talkative nag-impluwensya sa akong pagpili sa
pagboto)
13 A candidate who is hardworking, dutiful, and self-
disciplined influences my voting choice.
(Ang kandidato nga kugihan, matinahuron ug
disiplinado sa kaugalingon nag-impluwensya sa
akong pagpili sa pagboto)
14 A candidate should be reliable and trustworthy.
(Ang kandidato kinahanglang kasaligan ug
masaligan)
15 I vote for an intellectual and informative leader.
(Giboto ko ang usa ka intelektwal ug informative
nga lider)
D. ELECTION CAMPAIGNS
16 Party manifesto and campaign promises influence
my voting choice.
(Manifesto sa partido ug mga saad sa kampanya
ang maka implwensya sa akoang pagboto)
17 Candidates with educational policy platforms
(Kandidato nga nay mga palisiya sa edukasyon
ang maka implwensya sa akoang pagboto)
18 Candidates with health care policy platforms
(Kandidato nga nay mga palisiya para sa Maayung
panglawas ang maka implwensya sa akoang
pagboto)
19 Candidates with urbanization policy platforms
(Kandidato nga nay mga palisiya para sa pang
urbanisasyon ang maka implwensya sa akoang
pagboto)
20 Candidates with energy and petroleum policy
platforms influence my voting decisions.
(Kandidato nga nay mga mga palisiya sa enerhiya
ug petrolyo ang maka implwensya sa akoang
pagboto)
(Ang mga mithi ug mga panglantaw sa akong
pamilya importante kanako)
2 Family discussions on political matters are
necessary.
(Ang panaghisgot sa pamilya bahin sa
politikanhong mga butang gikinahanglan)
3 Young members of the family must follow their
adults on their political orientation.
(Ang mga batan-ong miyembro sa pamilya
kinahanglang mosunod sa ilang mga hamtong sa
ilang politikanhong oryentasyon)
4 Eligible family members must always practice
suffrage in any election.
(Ang mga kwalipikado nga mga miyembro sa
pamilya kinahanglan kanunay nga magpraktis sa
pagboto sa bisan unsang eleksyon)
5 Family influences my voting behavior the most.
(Ang pamilya labing nakaimpluwensya sa akong
pamatasan sa pagboto)
B. RELIGION
6 My Religion influence how I think, how I act, and
how I choose political candidates
(Ang akong relihiyon nag-impluwensya sa akong
hunahuna, giunsa nako paglihok ug giunsa nako
pagpili ang mga kandidato sa politika)
7 The beliefs, morals, and practices of my religion
are a crucial determinant of my political decisions.
(Ang mga pagtuo, moral ug mga binuhatan sa
akong relihiyon usa ka hinungdanon nga
determinasyon sa akong mga desisyon sa
politika)
8 I must vote according to the values of my religion.
(Importante nga mobotar ko sumala sa mga mithi
sa akong relihiyon)
9 I consider religious sermons as a guide in my
daily decisions.
(Akong gikonsiderar ang relihiyoso nga mga
sermon isip giya sa akong inadlaw-adlaw nga
mga desisyon)
10 Religion influences my voting behavior the most.
(Ang relihiyon labing nakaimpluwensya sa akong
pamatasan sa pagboto)
81
A. PEERS SA A U DA SDA
11 My relations with my peers influence my voting choice.

(Ang akong personal nga relasyon sa akong mga
kaedad nag-impluwensya sa akong pagpili sa
pagboto)
12 The opinions of my friends about the political
candidates influence my voting choice.
(Ang mga opinyon sa akong mga higala bahin sa mga
kandidato sa politika nakaimpluwensya sa akong
pagpili sa pagboto)
13 The political discussions with my peers about the
candidates for elections help me to decide whom to
vote for.
(Ang mga diskusyon sa politika uban sa akong mga
kaedad bahin sa mga kandidato alang sa eleksyon
nakatabang kanako sa pagdesisyon kon kinsay iboto)
14 I vote for the candidate preferred by my friends
(Botar ko sa kandidato nga gusto sa akong mga
higala)
15 Spending time with my friends and colleagues
influences my voting behavior
(Ang paggugol ug panahon uban sa akong mga higala
ug mga kauban makaimpluwensya sa akong kinaiya
sa pagboto)
D.1 MAINSTREAM MEDIA
16 D.1.1 Radio
Listening to radio programs about the running
candidates on presidential elections influence my
decision to vote
(Ang pagpaminaw sa mga programa sa radyo
mahitungod sa mga kandidato sa pagkapresidente
makaimpluwensya sa akong desisyon sa pagbotar)
17 Radio advertisement of the Presidential candidates
(Ang advertisement sa radyo sa mga kandidato sa
pagkapresidente nakaimpluwensya sa akong pagpili
sa pagboto)
18 Radio discourse of certain radio stations help me to
evaluate presidential candidates.
(Ang diskurso sa radyo sa pipila ka mga estasyon sa
radyo nakatabang kanako sa pagtimbang-timbang sa
mga kandidato sa pagkapresidente)
19 I might be influence to vote for a particular politician
based on the content I heard about him on radio
(Mahimong maimpluwensyahan ako sa pagboto sa
usa ka partikular nga politiko base sa sulud nga akong
nadungog bahin kaniya sa radyo)
20 The radio provides up to date content that influence
my voting choice
(Naghatag ang radyo labing bag-o nga sulud nga nag-
impluwensya sa akong pagpili sa pagboto)
21 D.1.2. Television
Television advertisement of the Presidential candidates
(Ang advertisement sa Tv sa mga kandidato sa
pagkapresidente nakaimpluwensya sa akong pagpili sa
pagboto)
22 I am most influenced with my Presidential voting preference by
the television than another platform
(Mas makaimplowensya sa akoang pagpili sa kandidato sa
pagka presidente ang tv kaysa sa uban nga plataporma)
23 Television provides ample knowledge about the candidates

through paid advertisement than other platforms do.
(Mas makahatag ang Tv ug saktong mga kahibalo kabahin sa
mga kandidato pinaagi sa mga comersyal nila kaysa sa ubang
mga plataporma)
24 I often watch presidential television interviews because I know i
can gather any information about the candidates there
(Gapanan-aw ko ug interbyo sa mga gadagan sa presedente sa
tv kay kabalo ko masmaka kuha ko ug daghan impormasyon
kabahin nila didto)
25 I often watch presidential television Debates to let myself
evaluate which president can convince me more to vote for
them.
(Gapanan-aw ko ug interbyo sa mga gadagan sa presedente sa
tv arun matimbang-timbang nako kung kinsa akong butaran sa
ilaha)
26 D.1.3. Newspaper
Newspaper helps me to find out about political news than other
platforms do
(Ang mantalaan nagtabang kanako nga mahibal-an ang bahin
sa mga balita sa politika kaysa sa ubang mga plataporma)
27 I might be influence to vote for a particular politician based on
the content I read about him on newspaper
(Mahimong maimpluwensyahan ako sa pagbotar sa usa ka
partikular nga politiko base sa sulud nga akong nabasa bahin
kaniya sa mantalaan)
28 The information I read on newspaper is more reliable than the
information I get from radio and television
(Ang impormasyon nga akong nabasa sa mantalaan mas
kasaligan kay sa impormasyon nga akong makuha gikan sa
radyo ug telebisyon)
29 I enjoy reading newspaper content about the presidential
candidates because it helps me to decide whom to vote
(Nalingaw ko sa pagbasa sa sulod sa mantalaan mahitungod sa
mga kandidato sa pagkapresidente tungod kay nakatabang kini
kanako sa pagdesisyon kon kinsay iboto)
30 Reading newspaper daily influence my decision to vote
(Ang pagbasa sa mantalaan kada adlaw
makaimpluwensya sa akong desisyon sa pagbotar)
83
2
E.2. SOCIAL MEDIA

31 I follow political candidates on Twitter and
Facebook.
(Ginasunod nako ang mga mga kandidato sa
politika sa Twitter ug Facebook)
32 I might be influenced to vote for a particular
politician based on content I read about him on
Twitter or Facebook and watched on the television
(Gaka implohensyahan akoang Boto sa usa ka
kandidato tungod sa akoang gaka basa ug
gakakita sa Twitter ug sa Facebook )
33 Online polls influence my decision to vote
(Surbey sa online ang makapaimplwensya sa
akoang pagboto)
34 Online banner ads and other forms of advertising
influence my voting preference
(Online nga mga adbertays ug lahi lahi nga
pamaagi sa pag adbertays sa isa ka kandidato
ang makapaimplwensya sa akoang pagboto)
35 Youtube videos are an important source of
information to me and affect my decision to vote
(Mga Bidyo sa YouTube ang isa sa mga
importante nga gagikanan sa akoang kahibalo sa
isa ka kandidato ug maoy makapaimplwensya sa
akoang pagboto)
36 The conversation in online and television forums
influences my decision to vote
(Ang mga konbersasyon sa online ug telebesyon
nga mga paghinabi ang maoy makapaimplwensya
sa akoang pagboto)
37 I actively engage in political discussion by
expressing my opinion on Facebook and Twitter
(Kanonay ko nga gaapil sa mga politikal nga
diskasyon nga gakahitabo sa Facebook and
Twitter para mapagawas nako akoang mga
opinion kabahin sa mga politiko)
38 Social media provides a platform to get connected
to the political party which I favor.
(Ang sosyal Medya nga plataporma kay
makabuhat ug coneksyon kabahin sa akoa ug sa
partido sa politika nga akoang gipaboran)
84
March 11, 2022
HON. MA. VICTORIA O. PIZARRO CPA

Municipal Mayor
Kibatang, Don Carlos, Bukidnon
Good day!
The undersigned is a 4TH-year student of Central Mindanao University,

taking up a Bachelor of Arts in Political Science. As a requirement for the said
degree, she is currently doing her undergraduate thesis entitled “VOTING
PREFERENCES OF THE REGISTERED VOTERS FOR THE 2022
BUKIDNON”
In line with this, she would like to ask for your permission in conducting the
said survey, Rest assured that all answers gathered from the respondents will
be kept confidential and will be used solely for research purposes.
Hoping for your positive response for the success of the study.
Thank you very much!
Respectfully yours,
Kaira Mae Demetrio Zambas
Researcher
Noted By:
Marjorie T. Sobradil
Thesis Adviser
85
March 11, 2022

RAINERO D. NIESE
ELECTION OFFICER V
Good day!

BUKIDNON”
In line with this, she would like to request for your permission in gathering the
number of registered voters of Kibatang, Rest assured that the gathered
population of the respondents will be kept confidential and will be used solely
for research purposes.
Respectfully yours,
Researcher
Noted By:
Thesis Adviser
86
March 11, 2022
HON. ROBERT NIEL SALVANA

Punong Barangay of Kibatang
Good day!

BUKIDNON”
In line with this, she would like to ask for your permission in conducting the
said survey, Rest assured that all answers gathered from the respondents will
be kept confidential and will be used solely for research purposes.
Respectfully yours,
Researcher
Noted By:
Thesis Adviser
87
Respondent: ____
Dear Respondents,
Good day!

BUKIDNON”
In line with this, she would like to ask for your participation and cooperation on
the said survey, Rest assured that all answers and your identity will be kept
confidential and will be used solely for research purposes.
She is hoping for your positive response and cooperation for the success of
the study.
Respectfully yours,
Researcher
Noted By:
Thesis Adviser
-------------------------------------------------------------------------------------------------------
REPLY SLIP
To : Barangay Kibatang, Don Carlos, Bukidnon

Tell No. : 09919112070
Email : zambaskairamae15@gmail.com
Event : Partisipasyon sa Survey
 Wala ako gipugos sa pagpartisipar sa survey nga Voting Preferences of The Registered Voters
for the 2022 Presidential Election In Barangay Kibatang, Don Carlos, Bukidnon”
 Dili ko dili ako magpartisipar sa survey
Name: _____________________________________________________
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VOTING PREFERENCES OF THE REGISTERED VOTERS FOR THE 2022

PRESIDENTIAL ELECTION IN BARANGAY KIBATANG, DON CARLOS,

KAIRA MAE DEMETRIO ZAMBAS

UNDERGRADUATE THESIS SUBMITTED TO THE FACULTY OF

BACHELOR OF ARTS IN POLITICAL SCIENCE

In their town, she attended Kibatang Elementary School and Kibatang

The researcher struggled through long hours of sleepless nights,

-Kaira Mae Demetrio Zambas

All Rights Reserved

VOTING PREFERENCES OF THE REGISTERED VOTERS FOR THE 2022

Thesis Adviser: Marjorie T. Sobradil, MPA

The purpose of this research study is to identify the significant factors

Keywords: Candidate-Oriented factors, Causal Variables, Candidate,

II. REVIEW OF RELATED LITERATURE AND STUDIES

IV. RESULTS AND DISCUSSION

V. SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

Table Title Page

2 Likert Scale Used for The Interpretation of Data on The 29

3 Presentation of the overall number of registered voters and 33

4 Presentation of the overall data, frequency, and percentage 34

5.1 Presentation of Factors that influence the voting preference/ 38

5.2 Presentation of Factors that influence the voting preference/ 40

5.3 Presentation of Factors that influence the voting preference/ 42

5.4 Presentation of Factors that influence the voting preference/ 44

6.1 Presentation of Causal variable / Family Factor, Mean and 46

6.2 Presentation of Causal variable/ Religion Factor Mean and 48

6.3 Presentation for Peer as a Causal variable that influences 49

6.4 Presentation of Causal variable/ Radio Main Stream Media 51

6.6 Presentation of Causal variable/ Newspaper Main Stream 54

6.7 Presentation of Causal variable/ social media Factor. Mean 56

7 Correlation matrix between causal variables and candidate- 58

7.1 Correlation matrix between causal variables family and 58

7.2 Correlation matrix between causal variables Religion and 59

7.3 Correlation matrix between causal variables Peers and 60

7.4 Correlation matrix between causal variables Radio and 60

7.5 Correlation matrix between causal variables Television and 61

7.6 Correlation matrix between causal variables Newspaper and 62

7.7 Correlation matrix between causal variables social media 63

Figure Title Page

2 Map of Barangay Kibatang, Don Carlos, Bukidnon 31

Appendix Title Page

B Letter to the Mayor 84

D Letter to Barangay Captain 86

G Certificate of English Critique 89

An important source of political socialization and engagement is an

Election campaigns are long-consuming and expensive, with

Based on their information environment, voters are given key cues to

Voters must have thoughts on the topic and perceive distinctions

According to several research, Given the country's multi-party system,

Electoral behavior is often explored in political debates, focusing on

Statement of the Problem

The study seeks to answer the following question.

C. Candidate’s Character Qualities

2. What causal variables influenced the voting preferences of the registered

Objectives of the Study

The study seeks to answer the following questions:

C. Candidate’s Character Qualities

Significance of the Study

The result of the study was of great benefit to the following:

REGISTERED VOTERS The objective of this study is to provide information

Scope and Delimitations of the Study

This study is confined to determining and analyzing the voting

Figure 1.0 conceptual framework for VOTING PREFERENCES OF THE

The conceptual framework shows the relationship between the